Fashion Tech Newswire

Tailored Brands & Kenneth Cole Introduce 37.5 Fabric Tech

Tailored Brands and Kenneth Cole are introducing an elevated, exclusive Awear-tech sportswear line for Men’s Wearhouse that incorporates performance fabrics powered by 37.5 technology. Building upon the first-ever Awear-tech suiting collection, the companies collaborated to create a versatile line. This Awear-tech collection will be available at Men’s Wearhouse stores and menswearhouse.com, as well as at Moores stores in Canada.

The collection is a combination of performance, comfort and versatility that offers customers the ideal wardrobe foundation as they balance work, travel and social activities. Layering Awear-tech garments further enhances comfort as the technology within the fabrics works cohesively to create a temperature-regulating system. The assortment ranges from five-pocket pants, chinos, shorts and joggers to tees, polos, hoodies and outerwear. Colors include a variety of foundational hues along with subtle stripes and graphics.

Awear-tech incorporates 37.5, an advanced fabric technology from the high-performance sports world. 37.5 technology’s patented active carbon particles remove moisture in the vapor stage before sweat can form, making these innovative garments far more comfortable to wear. In addition, numerous other technical components, such as four-way stretch, rubber-coated zippers, interior loop constructions, silicone gripping and concealed trouser pockets — along with traditional and technical fabric blends — provide enhanced and practical performance attributes.

“We are excited about this partnership and the opportunity to create a new level of performance apparel that is comfortable yet refined and includes all of the technology components that our customers are looking for,” said Kenneth Cole, chairman and chief creative officer of Kenneth Cole Productions. “This is a dynamic time in fashion, and we are proud to deliver a collection that reflects how we believe people want to dress in a post-COVID-19 world.”

Both the Awear-tech and Awearness Kenneth Cole collections will incorporate the Kenneth Cole Production Foundation’s charitable give-back component. A portion of the proceeds of all Awear-tech products sold at Men’s Wearhouse will go toward helping veterans transition back into the workforce. Hire Heroes USA, a veteran transition organization, and Help USA, a housing and supportive services organization for individuals experiencing homelessness, are partnering with the cause. In addition, a portion of sales from Moores Clothing in Canada will be donated to True Patriot Love, an organization which supports military members, veterans and their families as they make their way through the transition from military to civilian life.

“We are thrilled to have partnered with Kenneth Cole to create an exclusive lifestyle line that meets our customers’ needs, particularly as we begin to travel, commute, and get out for those long-awaited social gatherings,” said John Tighe, executive vice president and chief customer officer of Tailored Brands. “The new Awear-tech line provides true comfort, versatility, performance and value all in one collection and further cements our commitment to being a complete clothing destination for all of our customers — no matter the occasion.”

This exclusive Awear-tech elevated sportswear line launches in Men’s Wearhouse stores nationwide and at menswearhouse.com at the end of May. With Tailored Brands’ exclusive rights to the 37.5 technology for tailored clothing in the U.S., the Awear-tech suiting line will continue to be available at Men’s Wearhouse including the addition of new suit and jacket options.

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