U.S. Men’s Wearhouse launches AWEAR-TECH under AWEARNESS Kenneth Cole Label
Men’s Wearhouse, a division of Tailored Brands, Inc. announced on November 22, 2016, the launch of 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 breakthrough performance fabrics powered by 37.5 technology. 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 vapour 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 advanced 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 counselling 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.”
In stores November 2016, the collection is designed in New York and will feature garments in a variety of fabrics and colours. AWEARNESS Kenneth Cole is a collection tailored for the modern man who wants to “Look Good, For Good.” 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.
Founded in 1973 and a subsidiary of Tailored Brands, Inc. (NYSE:TLRD), Men’s Wearhouse is the largest specialty retailer of men’s apparel and rental product in the U.S. with over 800 stores nationwide. Men’s Wearhouse carries a full selection of suits, sport coats, slacks, formalwear, sportswear, outerwear, dress shirts, footwear and accessories in non-exclusive and exclusive merchandise brands such as Joseph Abboud, AWEARNESS Kenneth Cole, BLACK by Vera Wang, among others. Tuxedo and suit rentals are available at both Men’s Wearhouse and Tux stores, which also offers a limited selection of retail merchandise, and Men’s Wearhouse stores nationwide.