MEN’S WEARHOUSE LAUNCHES PERFORMANCE TAILORING UNDER KENNETH COLE LABEL
Men’s Wearhouse, a division of Tailored Brands, Inc., has launched Awear-Tech under the Awearness Kenneth Cole label.
In collaboration with Kenneth Cole Productions, Men’s Wearhouse has crafted tailored clothing and sportswear that incorporates performance fabrics powered by 37.5 technology. With the exclusive right to the 37.5 technology for tailored clothing in the U.S., the Awear-Tech label will include suit separates in extreme slim fits, dress shirts, sport coats, dress pants and sportswear in slim fits. This new collection will be available exclusively at Men’s Wearhouse stores across the United States as well as online at menswearhouse.com.
“With the launch of Awear-Tech, we look forward to building upon our strong relationship with Men’s Wearhouse,” said Marc Schneider, CEO of Kenneth Cole Productions. “This partnership supports our strategic global initiatives, creating tailored clothing for the modern man while also incorporating social consciousness.”
Product from the Awear-Tech Awearness Kenneth Cole label uses 37.5 technology, an advanced fabric technology from the high-performance sports world. With this technology, patented active particles remove moisture in the vapor stage, before liquid sweat can form, making these sportswear and tailored clothing items far more comfortable to wear. This type of fabric technology has never been applied to tailored clothing before. The suits are engineered from the yarn up, incorporating 37.5 technology in every layer, from the suit lining to the wool. Dress shirts under the Awear-Tech label will also feature this cooling technology.
The Awear-Tech line will also incorporate the charitable give-back component from the Awearness Kenneth Cole collection. A portion of the proceeds of all Awear-Tech products sold will go toward helping veterans transition back into the workforce. Hire Heroes USA, a Veteran’s transition organization, and Help USA, a housing and supportive services organization to the homeless, will partner with the cause. Proceeds from the sales will assist in the successful counseling and career placement for thousands of veterans, and provide transitional housing for those fighting homelessness.
“We are thrilled to have partnered with Men’s Wearhouse and Kenneth Cole to use our revolutionary comfort technology to create a new level of performance apparel in the tailored clothing business,” said Jeff Bowman, CEO of Cocona/37.5. “We’re proud to be associated with the Awearness Kenneth Cole brand that has done so much to support veterans.”
