But it’s hard to deny that Wilson did build a powerhouse. He founded an activewear company that evolved into a product category almost by accident. In 1998, the U.S.-born, Vancouver-based entrepreneur and surfing enthusiast took a yoga class and noticed that many women wore cumbersome cotton leggings that didn’t dry well. Using a technical fabric similar to that used in surf wear, he created performance sweat-wicking pants that also were flattering enough to wear in everyday life—the essence of what become known as “athleisure” (a term Wilson reportedly hates). Women at the yoga studio that became his first store couldn’t get enough of it, and soon enough it became normal to pay $100 for a pair of leggings, and wear them to the office and around town.
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