Fabletics, the El Segundo, California-based activewear brand co-founded by Kate Hudson, has launched a new men's activewear line.
Dubbed 'Fabletics Men', the new category is set to make its official launch in late April, offering a curated range of foundational layers, high-performance activewear tops and bottoms, pre- and post-workout pants, joggers, hoodies, and crewneck sweatshirts, the company said.
In order to boost Fabletics Men, TechStyle Fashion Group - the company that launched Fabletics in 2013 - has tapped comedian Kevin Hart to headline the new category. With Hart "collaborating on a foundational level with TechStyle," the company said, the two partners focused on creating an approachable and affordable label within the men's activewear space.
"The activewear space wants to intimidate," Hart said. "To get you to spend way too much cash on the 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."
Like the Fabletics women's offering, Fabletics Men will allow consumers to shop items at regular retail prices, or become a 'VIP member' to access special discounts, as well as features like curated outfits and return and exchange options.
"[TechStyle's] flexible membership-based business model mandates a truly connective relationship with our customers," said TechStyle co-CEO and co-founder Adam Goldenberg.
"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."
Set to launch as the Covid-19 pandemic continues to have a global impact, the new line will use its first days to contribute to Fabletics' other relief efforts. Through the end of May, 20% of Fabletics Men's net proceeds will go to global humanitarian organization Heart to Heart International, pledging at least $50,000 to help distribute needed equipment and medication within the U.S. and around the world, the company said.
Fabletics Men will be sold at fabletics.com, as well as in all 40 Fabletics retail locations across the country.