Is the Luxury Fleece Era Over?

Double Tap to ZoomStyleIs A$AP in Alo a Sign the Luxury Fleece Era Is Over?As the A$AP “Lord Pretty Flacko Jodye” Rocky once rapped in “Fashion Killa,” his 2013 magnum opus: “She got a lot of Prada. That Dolce & Gabbana. I can't forget Escada. And that Balenciaga.” He’d also name-check Alexander Wang, Helmut Lang, Cartier, and even Donna Karan. Were he to write “Fashion Killa” today, another far more random brand would likely show up: Alo. Yes, that Alo. The LA athleisure brand beloved for its leggings and made famous by Kendall Jenner, Hailey Bieber, and Bella Hadid (and occasionally an NFLer like Joe Burrow).A Rocky co-sign is unexpected if you’re not paying attention to the moves Mr. Rihanna is making, but the man is loving the brand. He wore a white Alo Accolade quarter-zip in a recent Instagram post (announcing he’s guest judging the social network’s Bode-approved awards) and wore the same pullover in navy post-Met Gala in May, styled with Prada sneakers and a Chanel backpack. Seeing someone of Rocky’s stature wear the sweater, when he’s so often seen dressed in major labels, is as much a sign as it is a reason to do a postmortem on a certain viral $910 fleece's cultural dominance. A wool pullover that costs some people a month of rent might feel incredible, but the price tag feels exorbitant for something often visually indistinguishable from a cheaper option, like Alo’s $148 cotton-polyester blend sweater.Your Highsnobiety privacy settings have blocked this Instagram post.The bottom of the cozy-luxe fleece market has fallen out. Even the proudly expensive fleece is on deep discount. Seasonal sales happen all the time, of course, but it hits different when a product whose price was meant to signal quality isn’t selling quite the same. Meanwhile, more affordable brands like Alo — or Zara, or COS — are hiring superstar photographers like Steven Meisel for their campaigns and staging full-on runway shows.Luxury isn’t going anywhere (and I’m sure Rocky still adores his Dior), but he’s also helping dispel the idea that a fleece needs to cost close to a grand to be worth buying. Highsnobiety has affiliate marketing partnerships, which means we may receive a commission from your purchase. Want to shop the products our editors actually love? Visit our SHOPPER page and subscribe to the newsletter for recs on all things fashion, footwear, and beauty.We RecommendPrep Was All Over Paris. Only Loewe Made It Look NewA Rare New Balance Runner Becomes Miu Miu's Newest Muse (EXCLUSIVE)Only Miu Miu Would Debut a New Balance Slipper at a Vinyl ClubNobody Out-Polos the Brand That Invented ItState of the Art: Prada Is a Letterboxd Bro Come to LifeWhat To Read NextIs the Luxury Fleece Era Over?The Lower East Side’s Next Clubhouse Is a Clothing StoreVans’ Waterproof Skate Shoe Makes Winter Survival Look GoodFrom adidas to New Balance, the Seven Best Sneakers to Cop This WeekNike’s Bruce Wayne-Approved Air Max 95 Leaves GothamThe Best Liner Jackets for When Your Jacket Needs a Jacket