what is lounging?
might seem a strange question but we think there's value in understanding what lounging is all about since it defines the purpose of loungewear and reflects what we're thinking and where we're coming from.
definitions of lounging and loungewear
far be it for us to argue with the authorities so here you go straight from the dictionary's mouth, as they don't say...
lounging:
"To spend time lazily, whether lolling or idly sauntering; to pass time indolently; to stand, sit, or recline, in an indolent manner. [1913 Webster]" complements of dictionary.net
loungewear:
"informal clothing usually designed to be worn at home" complements of merriam-webster.com
not the most inspiring definitions but its a start.
what we think lounging and loungewear mean
fundamentally, we think the dictionary association of laziness with lounging to be flawed in this day and age.
no doubt the origins are genuine, but nowadays we use the term in a far more self-centric manner. we might say "i lounged around last weekend reading the papers". this isn't necessarily an idle pursuit (especially if you're a journalist lounging at home as you work!).
importantly, the definition of loungewear is far more contemporary since the word came into use some forty years after the verb however, again the definition of loungewear is somewhat out of date in the context of today's mores.
typically loungewear does correctly refer to informal clothing worn at home but nowadays the boundaries between home casual and casual when out and about are more blurred than ever.
we often hear about, and see, people popping out for a coffee and the papers on a sunday or going to the cinema in their loungewear. most of us wear our lounge tee-shirts out and about and why not?
so where does this leave us vis-a-vis the meaning of loungewear? well, it is what it is. clothing that is dedicated to the individual's comfort at any time of day and anywhere that he chooses to wear it.
this attitude is the cornerstone of the naturally clothing ethos - "be yourself"
loungewear and naturally clothing
based on the above we think long and hard about lounging and how best to do it.we know you all work very hard. we're just not so sure you know how to really unwind, kick back and relax. even if you think you're doing it, we like to ask you if you're doing it in the utmost comfort.
interestingly, when we conducted a completely unscientific survey of asking people how they relax when they get home after work, many said they would take off their tie or suit jacket and sit down and relax. some said they put on shorts and a tee-shirt and relax.
the important thing here is, we believe, the psychological switch that needs to be flicked. when one goes home there needs to be a break from all the formality of work and a focus on "me".
even if your 'uniform' at work is jeans and a black tee-shirt, the fact remains that, for many people, just changing out of those clothes is a liberating, refreshing, relaxing act.
that's why, when we talk about the ethos of naturally clothing, we like to talk not only about loungewear, but also about lounging.
we think lounging is an important, positive process that helps you make the most of "me-time".
we think you owe it to yourself to set time aside and focus on "me".
we think that if you're going to focus on "me" you should take it as seriously as anything else you do in life and try to do it to the best of your ability. this means you should enjoy your "me" time in the utmost comfort.
we think that every time you come home and unwind, or wake up and read the papers, you should feel great about what you're wearing because it feels great and you look good.
this is our call to arms, our raison d'etre, our "once more unto the breach dear friends" speech and we hope you hear us.