BeyoncĂ© joins the growing number of celebrities such as Kanye West, Kate Hudson, Novelist and David Lynch who all have Activewear collections. The phenomenon labelled " Activewear" is a multimillion dollar industry, where a significant number of people are wearing their exercise clothing when travelling on the bus, at the cafĂ©, watching movies and not just left the gym or yoga class. Celebrity endorsement in the 1980's of leotards, legwarmers and headbands encouraged physical activity at the gym and yoga classes, but was mainly about indoors and clothing worn whilst actually exercising,  the new trend of "activewear" encourages wearing the garments outside and while undertaking all types of everyday activities.

It is a myth that Australians are an active population, with poor health figures in all age groups. Nine in ten Australian young people don't move enough and nearly 70% of Australian adults ( almost 12 million adults) are either sedentary or have low levels of physical activity. Recent Government research has shown that many young Australian women dont not feel comfortable being physically active and face a number of practical and emotional barriers.

Exercise is difficult. It requires time and some organisation and can be uncomfortable. If wearing Activewear helps with motivation to improve activity levels there are huge health benefits to be gained.

  • Reduced risk of heart disease, type 2 diabetes  and stroke. Adding 30 minutes of moderate activity a day ( eg brisk walking)from inactivity reduces risk of these conditions by 40%
  • Increased bone strength. Weight-bearing exercise like walking, jogging, stair climbing, hiking and dancing contributes to preventing brittle bones and fractures in older life
  • Reduced risk of colon, prostate, lung, breast, endometrial and gastrointestinal cancer. Should you be unlucky enough to develop cancer, exercise while undergoing cancer treatments leads to improvements in intensity of symptoms, day-to-day functioning, fitness and overall quality of life
  • Prevent dementia
  • Immune boost. Regular exercise report fewer colds and viral infections wile they continue to regularly exercise
  • Improved sleep
  • Improved mood and wellbeing . Mood, concentration, alertness and optimism are all affected positively and the risk of anxiety and depression is reduced for those regularly exercising.

Exercise is one of the most powerful " medicines", preventing many health conditions and having few side-effects, wearing attractive clothing may encourage more people to participate with no expectation that they will do anything in particular and no judgement about how or where they wear the clothing. This is illustrated by the comedy group Skit Box on the rise of Activewear, now viewed by over 17 million times on Facebook and YouTube ( )

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