For women, athleisure has transcended trend status and become part of everyday attire, these L.A.-based brands want to ensure that gents are included in that equation too.
Avid yogi Santiago Pazos founded Coroa (coroayoga.com) after having a difficult time finding fashionable fitness attire. According to Pazos, his brand stands out because it isn’t just matfriendly clothing: it’s also designed by men with men in mind.
Meanwhile, Willy California (willycalifornia.com)—co-founded by Jeff Stockwell and Charles Nelson (of Sprinkles Cupcakes and Pizzana fame)—has set out to create the perfect wardrobe with a line of 12 essentials, from the ideal polo shirt to track bottoms. “the uniform for the modern guy is evolving,” says Nelson. “the on-the-go lifestyle, familiar to budding entrepreneurs, fathers and men everywhere, requires versatile and comfortable clothing. That’s where Willy comes in.”
IFGfit (ifgfit.com) goes a step further by promising that its clothing will restore posture, relieve neck tension and improve breathing. the tech-forward option blends medical science with design for duds you can look and feel good in.