Fabletics, the innovative activewear brand launched by TechStyle Fashion Group in 2013, has introduced Fabletics Men, a new activewear label with a singular mission to “cater to guys that the older performance brands have left behind.”
Fabletics Men is headlined by actor, comedian and businessman Kevin Hart, who is collaborating on a foundational level with TechStyle. Their mission: offer a curated, high-performance, confidently-cool line designed to make men feel “they’ve finally got an activewear company that’s 100% in their corner.”
“The activewear space wants to intimidate,” says Hart. “To get you to spend way too much cash on complicated tech you don’t need. On overpriced labels. On streetwear that tries too hard to be cool.
“But at Fabletics Men? We’re going to give you exactly what you want at a price that won’t scare the hell out of you.”
TechStyle Co-CEO and Co-Founder Don Ressler “looked to Kevin to provide a true guiding vision and voice for Fabletics Men. He’s the DNA for the entire brand.
“Kevin called out the problem: a lot of older performance labels pressure you to be something you’re not. Fabletics Men works 24-7 to provide gear that works for the wearer – not the other way around.”
For Fabletics Men, arriving as a newcomer in the men’s activewear space demanded a groundbreaking, problem-solving approach. That meant performing exhaustive research across a wide range of prospective members to identify a list of true pain points within the category.
Co-CEO and Co-Founder Adam Goldenberg emphasizes that TechStyle’s “flexible membership-based business model mandates a truly connective relationship with our customers. We do a lot of listening. Because we can’t think of our members as one-time customers. Our brands are active communities.
“TechStyle’s brands succeed because we strive to innovate based on direct asks from our members.”
The result: a true problem-solving brand. Fabletics Men dials up performance and design while removing the guesswork and anxiety that accompanies the everyday shopping experience.
Fabletics Men aims to succeed by “obsessively focusing” on four bedrock areas: fit, function, feel and style.
At the same time, the pieces are also designed to provide a high-level aesthetic cohesion that styles you throughout your day. Fabletics Men looks to give its members gear that can stand alone and stand out, while existing within a broader design framework.
Fabletics Men will offer a curated line of foundational layers, high-performance activewear tops and bottoms, pre and post workout pants, joggers, hoodies, and crewneck sweatshirts. The brand will be sold at Fabletics.com as well as in all 40 Fabletics retail locations across the country.
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