Urban masculinity: Activewear as identity markers for Indonesian male consumers

This research investigates the role of activewear as a representation of modern masculinity in urban Indonesia. The study used qualitative research methodologies, including interviews with ten Indonesian men who actively include activewear in their wardrobe choices. Such exploration will look into the dynamics at play at the nexus between fashion, fitness and masculinity within this setting. The findings indicated that activewear is a multidimensional signifier of contemporary masculinity, signalling a movement away from the stoicism associated with traditional masculinity towards a health-and-fitness-emphasized, modern and active lifestyle. Overall, participants showed an overwhelmingly strong association between the concept of healthy lifestyle and activewear, where sportswear was seen as wearing an image of fitness and discipline, a desirable life. It illustrates that globally and locally relevant constructions of male identity intertwine, as most of the ideals of athleticism and masculinity depicted through the western media get appraised by participants with consideration towards Indonesian cultural logic focused on harmonious coexistence and community bonding. Additionally, when choosing clothing, comfort and usefulness work together to enhance the brand’s image. They preferred brands with images they would like to portray and those offering high-quality, functional clothes. Sustainability was an increasingly important consideration, but high prices barred most from choosing such options. This research develops the understanding of how fashion and consumerism shape masculine identities in contemporary Indonesia. By placing activewear in this context, the study places a valuable insight into the changing dynamics of masculinity in the fast-changing urban landscape.