Hark back to 2014, where the worlds of normcore, goth and activewear collided and “health goth” was born.
The health goth aesthetic blossomed in 2013, via a Facebook group coined by Portland pop duo Magic Fades. The pair popularised the look as we know it by marrying ‘net art’ visual aesthetics with hi-tech sportswear.
Another Portland-based musician, Wyatt Schaffner, delved into the phenomena of Health Goth for the website of AMDiscs: Futures Reserve Label. In his dissection of the trend, Schaffner contended that Health Goth “relies on an anti-nostalgic dystopian present.” The aesthetic is “an ethos of mythologizing our technological present” that “may be hyper-masculine on the surface, betraying a distinctively sus interior of body-mechanized cyborgian humanity within… reimagining the present future by mocking self-awareness as a Humanist project of little efficacy.”
These aesthetic musings feel so bone-chillingly relevant today. With a pop scene dominated by the technology-indebted music of Charli XCX, 100 gecs and Grimes, a renaissance in health goth fashion feels appropriate. The link between fashion and music is intrinsic, and one we think is worth celebrating.
With that in mind, we’ve decided that this week we will fully be embracing a health goth renaissance of sorts. The undisputed rulers of the aesthetic is Adidas. Adidas are currently hosting a fuck-off 40% off sale, so we’re trawling through the various delights on offer to bring you the ultimate foundation for your future health goth aesthetic.
OZWEEGO SHOES
:: Enter the competition to score a full refund on your purchase here
TULLE DRESS
Z.N.E. WOVEN HOODIE
AEROREADY RUNNER MESH CAP
CLUB SKIRT
We’ve partnered up with Adidas to give all Bragger’s free shipping on your order and the chance to score a refund on your full order value. That’s correct, we want to spot you for your entire Adidas order to deck you out in new fits for free. What’s more, there’s no minimum or maximum for free shipping for our readers.
Use the promo code BRAG40 at check out to get free shipping and go in the draw to be reimbursed on your shopping cart. The sale runs from June 18 right up until July 28. So bag yourself some bad boys, upgrade your wardrobe, and treat yo’ self!
