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The men’s apparel space is full of luxury options, from suiting to casual wear, but high-end activewear is still, in many ways, a women’s game. Beyond sportswear brands like Nike and Adidas that have long made their bread and butter in performance wear and occasional capsules from basics mainstays like Uniqlo, there have been relatively few specialty options for men.
Lululemon continues to push into the men’s category, through a recent collaboration with Mr. Porter as well as messaging designed just for the guys. The moves are helping catapult the brand toward its goal of reaching $1 billion in sales in men’s by 2020, positioning it “ahead of schedule,” COO Stuart Haselden told investors in December.
Meanwhile, Gap moved into the market with Hill City, the masculine answer to Athleta, in October. Nike is set to introduce men’s yoga styles for the first time this year, according to CEO Mark Parker.
But the big players aren’t the only ones recognizing an opportunity. Direct to consumer brands are also attempting to woo performance-focused men, who are willing to spend on styles that look great and work well.
Among them is EYSOM (Exercise Your State of Mind), which keeps the “mindful,” fit man in mind, pairing the performance tech and comfort of activewear with sleek silhouettes, unique fabric blends and precise designs. Stan Cheung, EYSOM’s founder, created the brand out of a passion for wellness, but his leg up on the competition comes from his background in retail and brand development.
Cheung started out as a buyer, graduating from the University of Southern California’s Marshall School of Business in the Robinsons-May executive buying program and later working in the Macy’s Merchandising Group, which enabled him to merge his business acumen with...