Northwestern University researchers confirmed what most consistent gym-goers already suspected: the clothes you train in change how hard you push. Their enclothed cognition study showed that wearing attire associated with performance increases focus and sustained effort. The fitness apparel industry built a $90 billion global market on the back of that psychology — and a …
Imagine spending $2,500 on a leather bag because the salesperson described the brand’s Florentine heritage and generations of Italian artisans. Then you flip the tag: Made in Spain. That’s not hypothetical. Several Italian-origin brands shifted production after being acquired by French and American conglomerates — and the heritage pitch stayed the same while the supply …
