By  on July 19, 2012

Bloomingdale’s will be the official launch retailer for Massif, the new line of technical men’s wear making its debut this fall. The store will add the line to nine stores in September and install a soft shop at its Lexington Avenue store in September.

“Massif is authentic, high-tech, utilitarian military clothing, re-cut and colored as a fashion collection,” said David Fisher, executive vice president and general merchandise manager of men’s for the store. “Fabrics and fit are exceptional, and it carries forward the age old love affair that men’s wear has with all things military inspired.”

The shop will be located at the company’s Lab department, which houses other contemporary brands such as Theory and Vince, according to Scott Branscum, vice president and gmm of Massif.

Branscum said the line will also be carried in Karstadt in Germany, Fred Segal in Los Angeles and Von Maur.

At the same time, Massif has hired Chris Donohue, formerly of Woolwich, Zegna Sport and John Varvatos, to be the line’s new vice president of sales. The line will be shown at Project in New York and Las Vegas, as well as at some regional shows.

Massif’s parent company produces technical garments for combat troops and has annual sales of about $100 million. The Ashland, Ore.-based manufacturer took the expertise it acquired on the front lines and translated it into a collection of men’s wear that combines technical fabrics and features with a contemporary fashion attitude.

Branscum said Massif will be doing seminars for the sales associates at Bloomingdale’s and the other retailers to explain the technical attributes of the collection.

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