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Retail

The Pandemic Sweatpants Brand That Kept on Growing

Aviator Nation’s pricey sweatpants and cashmeres had a cult following before they were swept up in the “dopamine dressing” phenomenon. Now, founder Paige Mycoskie – still the brand’s only shareholder – is ready to see just how big her vision for California surfer cool can get.
Aviator Nation's chill, California surfer-inspired branding made it a "dopamine dressing" favourite during the pandemic.
Aviator Nation's chill, California surfer-inspired branding made it a "dopamine dressing" favourite during the pandemic. (Aviator Nation)
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Dr. Courtney Campbell, a veterinarian who serves as an onscreen pet expert for Good Morning America, was strolling down Santa Barbara’s bustling State Street Promenade when he noticed many pedestrians wearing the same sweatshirt — deliberately faded, with five rainbow stripes and a gold-tone zipper. As an East Coast native easing into California style, Campbell was intrigued.

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About the author
Faran Krentcil

Faran Krentcil is a contributing writer at The Business of Fashion. She is a New York based writer, editor and lecturer with a focus on fashion and beauty.

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