Loungewear is now a strong driving force in both men’s and women’s fashion. Why? Because wellness, comfort and feeling good are hitting the zeitgeist. Here, Judith Dommermuth, founder of Juvia, explains why loungewear is suddenly so attractive.

For several seasons loungewear has been on trend. In the meantime this look has also hit the streets. What do you think are the reasons for this?
Today, fashion does not follow any dictates and the look has become more casual. People can wear what they like and feeling good is a big issue in our digital and fast-paced time.
And here we come into play. With our soft and casual looks, Juvia is perfect for home but also cool enough for street style. "Relaxing Time" has won a high priority. Cuddled in your loungewear styles one can take this cozy feeling also through everyday life.

Juvia
© Juvia
Juvia

What distinguishes Juvia from the competition? What is the USP of the brand?
We have established ourselves as specialists in the loungewear sector. We started with a small collection and are growing constantly. The special things about the brand are the styles’ soft quality materials in combination with modern cuts and trendy prints and colors. We develop fashion to feel and give it a comfortable fit. Next summer we will expand the core business through various highlights and small capsule collections as well as through "active sportswear."

What is your business strategy?
Our delivery periods are intended to be closer together in the future so we are able to offer our customers different looks in a shorter time and better keep up with the fast-moving trends of chain stores. We ensure that buyers will find the same basics in several delivery dates, to ensure that new looks can always be created on the sales floor.
Juvia
© Juvia
Juvia

It is always spoken of the moral decline of fashion. How do you stop this and how do you arouse desires of fashion again?
Fashion has become much faster, therefore we create looks that can be individually adapted to any trend through color, cuts and material choice. Our styles are also trendy a season after. Particularly the basics are part of any collection and can be sold and worn trans-seasonally. Today, it is especially important to create desirability. We try to create desirability on the one hand by our brand image and on the other hand by our cuddly material, in which everybody should fall in love with. In Juvia one should be able to feel at home–in everyday life and home.

The Juvia signature look includes exceptional trendy colors and strong prints. What does that mean?
Each season we offer an animal print along with another. Corresponding to these prints we create our collection consisting of a noble cashmere mix, sporting sweats, T-shirts and individual highlights. For some customers, we have already established ourselves as a basic shirt supplier, but our absolute bestseller and core pieces are printed sweatpants.



Read the whole interview in the latest e-paper of Sportswear International Magazine.