Just in time for Black Friday, the Men’s Wearhouse has launched Awear-Tech, a new sublabel from Kenneth Cole’s Awearness brand. It includes suit separates, dress shirts, sport coats, dress pants and sportswear in slim fits.
Awear-Tech Awearness offers tailored clothing and sportswear in performance fabrics that use 37.5 technology. The patented process, which was first used in the sports market, removes moisture in the vapor stage, before liquid sweat can form, making the pieces more comfortable. This is the first application in the tailored clothing market, according to the companies. The suits use 37.5 technology in everything from the suit lining to the wool fabric.
The new collection will be available exclusively at Men’s Wearhouse stores across the United States as well as online.
“With the launch of Awear-Tech, we look forward to building upon our strong relationship with Men’s Wearhouse,” said Marc Schneider, chief executive officer of Kenneth Cole Productions. “This partnership supports our strategic global initiatives, creating tailored clothing for the modern man while also incorporating social consciousness.”
There is also a line will also a charitable component to the line. A portion of the proceeds of all sales will be donated to Hire Heroes USA, which helps veterans transition back into the workforce, and Help USA, a housing and supportive services organization for the homeless.
“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.”