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Activewear Craze: How a Fitness Industry Turned Body Anxiety Into a Business Model

Activewear Craze: How a Fitness Industry Turned Body Anxiety Into a Business Model

Activewear has become one of the defining fashion shifts of the past decade, moving from gym bag to daily wardrobe with a speed that caught even its own industry off guard. The clothes now travel everywhere: errands, social occasions, the school run, the home office. What has not travelled with them, new research suggests, is the confidence the industry has spent years promising they would deliver.

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Editor's Picks

Playing the game from both sides

TenderSure game

One of the reasons why allegations against the TenderSURE initiative of the Karnataka government has not made much headway is that all agencies and government departments have been pointing towards someone else, or simply passing the buck. No one wants to take ownership of the problems. For instance, the Jana Urban Space Foundation (Jana USP, as it calls itself), that has been at the forefront of the project, has always insisted that it is the Bruhat Bengaluru Mahanagara Palike (BBMP) that is...

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Nagalim has never been a part of India

Muivah and Swu

He was barely in his thirties, when this strapping young man trekked all the way to China braving dense jungles, treacherous passes and hostile forces all around. More than 30 years later, the magic still works. The twinkle in his eyes unmistakable, the general secretary of the National Socialist Council of Nagalim (NSCN), Thuingaleng Muivah, retains a charm and sharp intellect that makes him the leader of the most potent and dreaded insurgent organisation in the Northeast. Back again in Nagalim...

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