Fabletics, the activewear brand launched by TechStyle Fashion Group in 2013, recently introduced Fabletics Men, an 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,” said 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 Hart to provide a true guiding vision and voice for Fabletics Men.
“Kevin called out the problem: a lot of older performance labels pressure you to be something you’re not,” Ressler said. “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 emphasized that TechStyle’s flexible membership-based business model mandates a truly connective relationship with our customers.
“TechStyle’s brands succeed because we strive to innovate based on direct asks from our members,” he said.
The pieces are also designed to provide a high-level aesthetic cohesion that styles men throughout the day. The line will offer 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.
And as millions adjust to life during the COVID-19 pandemic, Fabletics Men is moving to deliver aid to those in need. Through the end of May, 20% of Fabletics Men’s net proceeds will go to Heart to Heart International, pledging at least $50,000 to help distribute urgently needed equipment and medication to partners in the U.S. and around the world.
“Every man is going to want to put our ‘F’ on his chest,” says Hart. “Because it’s going to stand for the best damn activewear – period. But that ‘F’ will also stand for something bigger. That ‘F’ says that someone has got your back.”
