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Sandra Halliday Published
December 13, 2025
The UK government’s work-from-home advice issued last week has already driven a change in shopping behaviour, fashion brand Superdry said on Monday.
It has seen a 50% increase in purchases of men's loungewear since the recent announcement that came as a reaction to the new Omicron Covid variant.
The sudden spike reflects the trend seen for most of last year and the early months of 2025 as consumers either advised to work from home or in full lockdown opted for comfort clothing rather than formality.
Superdry also said that overall searches for 'loungewear' in the UK increased by 66% following the announcement, according to Google Trends data.
That will be bad news for retailers that have invested heavily in a full-on party-focused buy this season, although those who’ve upped their casual and loungewear offer could benefit.
Justin Lodge, Chief Marketing Officer at Superdry, said the 50% increase in transactions for men's loungewear has been particularly noticeable across its extensive range of Sustainable Organic Cotton and he’s expecting the high demand to continue.