The Latest Trend in Your Work Wardrobe Stinks
Performance fabrics move from workout gear to business attire—with some odorous downsides
Performance fabrics move from workout gear to business attire—with some odorous downsides
Performance fabrics are moving out of the gym and into everyday clothes. Some men say that stinks.
The fabrics, usually a blend of polyester, spandex and other man-made fibres, have been a mainstay in workout gear for their sweat-wicking properties. Now apparel makers are using them for polo shirts, button-ups and suits. But a work day or wedding lasts a lot longer than a workout, giving the materials time to trap odours, cause breakouts and make you sweatier.
Tim Connon, a life insurance agent in Palmer, Tenn., got tired of adding a cup of baking soda to the wash to remove the mildew smell from his polyester-blend polo shirts, and eventually tossed them out. “It was ridiculous to have to take that extra step when the shirts shouldn’t smell in the first place,” he said.
Connon now wears only 100% cotton shirts, but said they are hard to find and more expensive. They also have to be ironed. “The performance shirts don’t wrinkle, but I couldn’t stand the smell and the itchiness of those fabrics,” the 31-year-old said.
Synthetic fibres repel water, which helps sweat evaporate but allows oil secretions from our bodies to build up on the fabric and trap odors, according to Renae Fossum, a senior director and research fellow at Procter & Gamble.
P&G has upgraded its detergents and introduced new products like Downy Rinse & Refresh, a fabric enhancer that works in the rinse cycle to strip away odours and residue that builds up on synthetic clothes. “We are trying to help consumers understand these issues are not in their head,” said Sammy Wang, a P&G senior scientist who specialises in fabric care.
Polyester is no stranger to friction. The fibre got its start in the 1930s lab of DuPont chemist Wallace Carothers. After Carothers got sidetracked by the discovery of nylon, British scientists picked up the thread and developed the first polyester fibre during World War II. DuPont bought the U.S. rights in 1946.
In the following decades, the fabric elbowed aside natural fibres like cotton, silk, linen and wool, thanks to its lower costs and easy care—you could throw it in the washing machine and let it drip-dry.
It was also suffocating, at least in its earlier forms. Wearing a 1970s polyester leisure suit was like “walking around in a Hefty bag,” said Alan Spielvogel, director of technical services at the National Cleaners Association, a dry cleaners trade group.
Clothing makers eventually added breathability, stretch, waterproofing and stain resistance. As athleisure took hold, polyester took off. Polyester surpassed cotton in 2002 and now outsells all other fibres, according to consulting firm Wood Mackenzie.
Covid further fuelled polyester’s growth as people got used to wearing more comfortable clothes while stuck at home.
Although women have adopted performance fabrics for dressier attire, men have been the primary driver of demand because they tend to put a higher value on features like stain and wrinkle resistance, said Kristen Classi-Zummo, an apparel analyst at market research firm Circana.
Dermatologists say that with the popularity of these fabrics, they are seeing a jump in “sweat acne,” which is caused by a yeast that lives on our skin that invades our pores when we perspire.
Erum Ilyas, a dermatologist in King of Prussia, Pa., said sweat acne is more prevalent with performance fabrics in casual or work attire than workout clothes. “When you work out, you usually rinse off afterward,” she said. “If you are wearing a shirt for 8 to 12 hours, you are stuck in that fabric for longer stretches of time.”
She tells patients to try using Head & Shoulders shampoo as a body wash to degrease the skin.
Tyler Cenname, the co-founder of a furniture company, purposely chose a dress shirt made of performance fabric to wear to a Las Vegas wedding in August because he thought it would keep him cooler.
“I actually sweated more than if I was wearing a cotton shirt,” the 24-year-old said. “And I broke out in a rash.”
Zach Klempf, the founder of an automotive software company, bought a moisture-wicking suit to keep him dry when presenting to clients and working trade show booths. He hadn’t counted on the suit absorbing cigar smoke during industry cocktail hours.
“I can’t wear it anymore, because the smell is so off-putting,” said the 32-year-old San Francisco resident. He’s gone back to wool suits.
Some performance-fabric fans say the odours are a small price to pay for the added comfort and absence of armpit stains. To combat the stink factor, some brands treat the fabrics with antimicrobial finishes.
That coating can wear off, according to Tony Anzovino, chief sourcing and merchandising officer at Haggar Clothing, which uses performance fabrics in 70% of its products. Instead, Haggar uses a type of polyester fiber that is spun into a longer yarn called a filament that makes it harder for microbes to attach.
Jonathan Poston, a 48-year-old consultant, who lives in Chapel Hill, N.C., wonders if we’re asking too much of our clothes. “In the tech world we call it feature creep,” he said. “The same thing is happening with clothes. They have to tick all these boxes.” He only wears 100% cotton shirts.
“As someone who has to wear a shirt for 14 hours a day, I don’t think it’s unreasonable to ask my clothes to do a lot,” said Ben Perkins, the co-founder of &Collar, a men’s clothing brand that uses performance fabrics. Nevertheless, Perkins plans to introduce a cotton-blend shirt after customers said they wanted one.
“You need to serve the synthetic majority and the cotton minority,” he said.
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AI-powered travel agents are challenging online booking platforms, but Airbnb’s exclusive listings and direct customer relationships could give it an edge. Its next challenge: turning repeat guests into loyal customers through stronger rewards and innovation.
AI agents like Muse can already find you the cheapest hotel room in Paris. But they can’t locate a cheaper version of that Catskills cabin you’ve been eyeing, because it might only be available on Airbnb ABNB -1.43%decrease.
Investors should pay attention to that distinction. When Meta Platforms META 3.38%increase launched its Muse agent last month, travel stocks including Booking Holdings BKNG -1.19%decrease, Expedia and Airbnb all fell sharply.
Airbnb, though, has a real chance to emerge as a winner from the upheaval. The catch: Its stock already reflects above-industry growth. To justify its valuation, Airbnb will need to turn repeat customers into loyal ones.
Online travel companies make much of their money by simplifying search and collecting fees on bookings. AI agents threaten that model.
But not all travel marketplaces are equally exposed. Booking and Expedia largely sell hotel rooms that travelers can also book directly or through competing sites. If an agent can find the same room elsewhere, it has little reason to favor either Booking or Expedia.
Booking and Expedia also sell sponsored listings that steer travelers toward particular properties. Wells Fargo estimates those will account for about 8% of Expedia’s revenue and a much higher percentage of profit next year.
Airbnb has more ways to adapt. More than half its listings are available only on its platform, and more than 90% of its traffic comes directly to its app or website.
The customer relationship doesn’t end after booking, either. Bernstein analyst Richard Clarke notes that 90% of Airbnb guests go on to message their hosts about arrival times, keys or local taxes, giving Airbnb a connection to both sides of the transaction.
How the companies have responded to the possible agentic future is telling.
Expedia quickly signed on as a Muse partner. Airbnb hasn’t, and Chief Executive Brian Chesky says AI chatbots have so far been a boon, sending customers to Airbnb’s website.
Chatbots might work for buying paper towels, he quipped at a Skift conference last month, but people enjoy planning trips. He argued that browsing dozens of homes isn’t something a text-based chatbot is well suited for.
Still, the AI jitters arrived just as Airbnb was persuading investors it deserved its pricey multiple. For years after its 2020 initial public offering, the stock—which trades around 25 to 30 times forward earnings—went nowhere. Investors saw a mature operator trading at a growth premium.
This year, Airbnb growth seems to be accelerating. The stock jumped in August after the company raised its full-year revenue-growth guidance with its second-quarter results. Wells Fargo analyst Ken Gawrelski credits a run of product improvements under a revamped leadership team.
Among the changes: letting guests reserve now and pay later, adding hotels, and a redesigned home page and app. Investors were also betting on what comes next, including thousands more hotels, car rentals and, eventually, advertising.
The irony is that some of those growth drivers push Airbnb closer to the kind of business Booking and Expedia run—the kind of business AI agents could threaten. Even if AI agents capture a large share of travel planning and booking, Airbnb would capture the demand. But it and others would slowly lose control over how customers find and choose properties.
That would undermine the advertising opportunity investors are counting on. The bigger point for Airbnb and other marketplaces is that losing control of customer acquisition could mean surrendering some of their pricing power and margins.
To bulletproof itself, Airbnb might look to another e-commerce giant that has so far kept AI agents at arm’s length: Amazon.
Like Amazon, Airbnb has a loyal customer base and hard-to-match supply. But it has nothing like Prime membership to make customers think twice before taking their business elsewhere.
That is where loyalty comes in. Business travelers stick with Hilton or Marriott because enough nights earn them perks. Leisure travelers rarely accumulate stays with one chain. Airbnb has millions of listings and plenty of repeat customers, but no broad rewards program. It has begun experimenting with credits on hotel stays, but it should make loyalty a priority, not just a promotion.
Airbnb also plans to launch its own AI agent next year. But travelers using an agent might still want it to search Airbnb, Vrbo, Booking and hotel websites alike, rather than limit itself to one company’s inventory.
Eventually, Airbnb might have to strike deals with agent makers, using its unique homes as leverage to negotiate favorable terms, says Gawrelski. Such deals, along with rewards for loyal guests, could over the long term eat into the company’s roughly 13% take rate, he adds. But if they bring in enough additional bookings, the trade-off could be worthwhile.
History offers a reason not to panic. The shift from desktop to mobile unsettled investors in Alphabet and Amazon, but both emerged as major beneficiaries. Companies with valuable assets can come out of a platform shift stronger, if they adapt quickly enough.
Airbnb has homes the bots can’t easily replace. Now it needs to give guests a reason to insist on booking them there.