by Stephen Garner

Tailored Brands and Kenneth Cole have introduced an exclusive AWEAR-TECH sportswear line for Men’s Wearhouse that incorporates performance fabrics powered by 37.5 technology.

Building upon the successful and first-ever AWEAR-TECH suiting collection, this new assortment ranges from five-pocket pants, chinos, shorts, and joggers to tees, polos, hoodies, and outerwear. Colors include a variety of foundational hues and subtle stripes and graphics infuse character. This AWEAR-TECH collection will be available at Men’s Wearhouse stores and, as well as at Moores stores in Canada.

AWEAR-TECH incorporates 37.5, an advanced fabric technology from the high-performance sports world. 37.5 technology’s patented active carbon particles remove moisture in the vapor stage before sweat can form, making these innovative garments far more comfortable to wear. In addition, numerous other technical components such as four-way stretch, rubber-coated zippers, interior loop constructions, silicone gripping and concealed trouser pockets, and traditional and technical fabric blends provide enhanced and practical performance attributes.

“We are excited about this partnership to create a new level of performance apparel that is comfortable yet refined and includes all of the technology components that our customers are looking for,” said Kenneth Cole, chairman and chief creative officer of Kenneth Cole Productions. “This is a dynamic time in fashion and we are proud to deliver a collection that reflects how people want to dress in the post-COVID-19 world.”

Both the AWEAR-TECH and AWEARNESS Kenneth Cole collections will incorporate the Kenneth Cole Production’s Foundation charitable give-back component. A portion of the proceeds of all AWEAR-TECH products sold at Men’s Wearhouse will go toward helping Veterans transition back into the workforce. Hire Heroes USA, a veteran transition organization, and Help USA, a housing and supportive services organization for individuals experiencing homelessness, are partnering with the cause. In addition, a portion of sales from Moores Clothing in Canada will be donated to True Patriot Love, an organization that supports military members, Veterans, and their families as they make their way through the transition from military to civilian life.

“We are thrilled to have partnered with Kenneth Cole to create an exclusive lifestyle line that meets our customers’ needs, particularly as we begin to travel, commute, and get out for those long-awaited social gatherings,” added John Tighe, executive vice president and chief customer officer of Tailored Brands. “The new AWEAR-TECH line provides true comfort, versatility, performance, and value all in one collection and further cements our commitment to being a complete clothing destination for all of our customers—no matter the occasion.”

This exclusive AWEAR-TECH elevated sportswear line launches in Men’s Wearhouse stores nationwide and at at the end of May. With Tailored Brands’ exclusive rights to the 37.5 technology for tailored clothing in the U.S., the AWEAR-TECH suiting line will continue to be available at Men’s Wearhouse including the addition of new suit and jacket options.