Although men may have started the trend of wearing casual clothes and gym outfits around the house, women took the idea to the next level, turning it into athleisure. Today, this booming sector of the fashion industry is thriving with an array of brands that are suited for both yoga and a mani-pedi date with the girls, yet the counter market for men remains nearly nonexistent. That is until Ultacor, a favorite amongst “ladies who lunch,” celebrities, and fit fashionistas, launched their men’s line. The new venture, which is available on the company’s website, aims to provide its male audience with a line that merges luxury and performance. It’s “by far the most luxurious men’s athleisure out there,” explains Michael Ball, who runs the company alongside his wife and Ultraor’s CEO, Asha Kai.
Having won over women who crave unmatched quality and design, while having a major emphasis on sustainability, the brand is bringing the same winning combination to its men’s line. Michael used his background in professional cycling to formulate the perfect compression pieces for the line, ensuring that Ultracor’s shorts, tights, and shorts, offer precisely the right fit and “technology” for strenuous workouts. “We use our proprietary fabrics from Italy, which make the quality and performance better than anything else available to men today,” explains Michael. The company hopes that it’s men’s shorts—the line’s leading piece—will be met with the same level of virality as their famed Knockout Leggings for women. Given that those who have tried them on are reluctant to take them off due to unparalleled comfort, the short’s trajectory to the top of the market seems inevitable.
Besides the brand’s commitment to luxurious craftsmanship, they’re equally known for their superior production when it comes to sustainability. With so many fast-fashion and major corporations skimming on the importance of this factor, Ultracor sets itself apart as an industry leader. After years of working in the denim industry both Asha and Michael saw firsthand how much waste, pollution, and over-production went into fashion, which inspired them to do things differently. With everything produced in-house, and naturally in the U.S., on-demand, and with water soluble non-toxic inks, the brand boasts the most sustainable men’s line to-date.
Ultracor, with its sleek designs and irresistible fabrics, is for the men who are interested in the finer things in life, but who are also looking for the highest-level products no matter the space. However, it’s also for those who aspire towards this lifestyle, “these are investment pieces, they’ll outlast and outperform anything else that’s out there,” elaborates Michael. Given that the men’s line is already gaining notoriety with fans like Steve Aeoki, Dwayne Wade, and even the Rock, for who they created customized styles, it’s safe to say that the positive responses will keep on spreading among athletic circles and through Equinox and Barry’s Bootcamps around the country. To see the latest styles and try the hot new line for yourself, head ultracor.com.
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