Kevin Hart has been unveiled as the brand ambassador of Fabletics Men, a new activewear label from TechStyle fashion brand and an extension of the popular women’s activewear collection cofounded by Kate Hudson, offering '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'.
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Hudson cofounded Fabletics in 2013 with TechStyle Fashion Group as a digital-only women’s brand. It now has more than $400 million in annual revenue, 40 retail stores and more than 1.5 million active members around the world.
TechStyle said Fabletics Men is intended to “cater to guys that the older performance brands have left behind.”
TechStyle cofounder and co-chief executive officer Don Ressler said Hart was "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."
The initial collection will offer foundational layering pieces, performance tops and bottoms, pre- and post-workout pants, joggers, hoodies and crewneck sweatshirts. The collection will be sold online as well as in the Fabletics retail stores. It is focused on fit, function, feel and style, according to the company.