As the year comes to a close, we want to share an important update on changes that have impacted the fashion industry as a whole. Earlier this year, new tariff policies were introduced that affected imports from several countries and reshaped how international shipments are handled. These changes have created ripple effects across manufacturing, sourcing, and logistics worldwide. For many companies—including ours—this has meant navigating higher costs, longer production timelines, and the need for more thoughtful, strategic planning.

Tariffs Continue to Disrupt the Fashion Industry

Across the industry, these tariffs have had a significant impact. Many small fashion brands have had to prepare for rising expenses and production delays, while larger companies began developing strategies to offset costs—some by relocating parts of their manufacturing abroad to reduce their exposure to U.S. tariffs.

Today, these trade changes continue to shape how brands operate. Industry reports from the World Economic Forum  and EuroNews note that U.S.–China tariffs briefly rose as high as 125% earlier this year before a temporary agreement reduced them to between 10–30%. At the same time, U.S.–EU trade adjustments have capped many tariffs at approximately 15% on transatlantic fashion goods. In response, several activewear and apparel brands have shifted their production strategies. While some have moved manufacturing to Southeast Asia, others have strengthened domestic supply chains within the U.S. to maintain greater control over costs and stability.

Consumer Impact from Tariffs 

Although these policy changes often happen behind the scenes, their impact is often felt directly by shoppers. Here are a few ways tariffs may affect your experience:

• Pricing
  As production and shipping costs increase, brands may adjust retail pricing to remain sustainable.
• Availability
  Rising expenses can also limit how much inventory brands are able to produce, making some items harder to restock.
  

LOOKING AHEAD

This year has challenged fashion brands everywhere to operate with resilience in a rapidly shifting global market. Transparency and adaptability have become more important than ever as supply chains continue to evolve and costs fluctuate.

At Ayana Active, we have also felt the effects of new tariffs and supply chain disruptions. These changes have influenced both sourcing and manufacturing timelines, requiring us to rethink how we plan and operate. While our commitment to producing in the USA remains a core value, evolving trade policies have affected material availability and overall cost structures across the industry.

Rather than seeing this as a setback, we view it as a moment to grow. We are moving forward with optimism—refining our production strategy, strengthening supplier relationships, and reworking future collections with greater intention and care. Our focus remains on building a more agile, transparent supply chain that supports long-term sustainability, quality craftsmanship, and responsible growth.

For our community, this means continued honesty, thoughtful design, and a brand that adapts without compromising its values. As we look ahead, Ayana Active remains focused on creating collections that reflect resilience, innovation, and quiet confidence—no matter how the landscape changes.

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