Why is it that a new pair of running shoes make our stride more effortless? Or do the perfect fitting yoga clothes instantly dissolve 5lbs? No doubt there’s some extra performance from new performance gear but there is psychology at play too. It may help explain the explosion in the athleisure fashion trend.
Scientific studies have shown that clothing actually DOES change the way we see yourselves. The term is Enclothed Cognition and according to a study lead by Dr. Adam D. Galinsky what you wear directly affects how you think and what you do. According to Dr. Galinsky, We think not just with our brains but with our bodies and our thought processes are based on physical experiences that set off associated abstract concepts. Interestingly, this echoes the work on on intelligence and creativity conducted by Sir Ken Robinson. In his fascinating TED TALK he says: “We think about the world in all the ways that we experience it. We think visually, we think in sound, we think kinesthetically. We think in abstract terms, we think in movement. [I]ntelligence is dynamic. If you look at the interactions of a human brain /-/ intelligence is wonderfully interactive.”
So you feel faster in new gear because however consciously or unconsciously, you associate new duds with better performance. Its not enough to look at them, though, the physical experience comes from wearing your power. In the world of athletics and wellbeing, any subtle performance boost can be amplified in a positive feedback loop. Says psychologist and personal trainer Susan Rudnicki “Don’t wait to get nice clothes. You’re allowed to feel good now, and that will help you lose the weight.”
Here at No Sweat Life we have not always known the scientific rational behind our feel good association with health, mental wellbeing, laundry and our second skin gear. However we have felt it instinctually. We know we feel better when we feel fresh, from the inside out. When laundry comes out of the machine squeaky clean and we know there is nothing lurking within. It was that underlying desire that drove us to find a solution to create an antibacterial laundry detergent to help with odor removal for our stinky laundry way back at the beginning. Thankfully the motivation behind what would become our liquid laundry soap was not solely a figment of our own imagination.
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