The impact of COVID-19 raised awareness about the environmental consequences that consumption habits have on the planet. Companies that demonstrate purpose-driven solutions and sustainable commitments as part of the core business are increasing to remain relevant. As a result, three trends are currently standing out in Latin America namely, casualisation, sustainability and digitalisation. Due to the effects of the pandemic, consumers are increasing their interest in brands that offer a combination of technical, stretch and street attributes for a more relaxed look. Prolonged confinements diminished social occasions and the accelerated adoption of work from home is promoting the transition towards a more 'carefree' appearance of daily life.