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Men’s Wearhouse and Kenneth Cole Revive Awear-Tech Collab

Tailored Brands and Kenneth Cole are introducing an elevated, exclusive Awear-Tech sportswear line for Men’s Wearhouse that incorporates performance fabrics powered by 37.5 technology.

Building upon thr initial Awear-Tech suiting collection, the companies have collaborated to create a versatile line that builds on Men’s Wearhouse’s commitment to meet its customers’ need for versatile apparel. This Awear-Tech collection will be available at Men’s Wearhouse stores and, as well as at Moores stores in Canada.

The collection is a combination of performance and comfort, as the technology within the fabrics works cohesively to create a temperature-regulating system. The assortment ranges from five-pocket pants, chinos, shorts and joggers to T-shirts, polos, hoodies and outerwear. Colors include a variety of foundational hues along with subtle stripes and graphics.

Kenneth Cole Awear-Tech at Men's Wearhouse.
Kenneth Cole Awear-Tech at Men’s Wearhouse. Courtesy

Awear-Tech incorporates 37.5, an advanced fabric technology designed for high-performance athletics. Its patented active carbon particles remove moisture in the vapor stage before sweat can form, making these innovative garments 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–along with traditional and technical fabric blends–enhance performance.

“We are excited about this partnership and the opportunity 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,” Kenneth Cole, chairman and chief creative officer of Kenneth Cole Productions, said. “This is a dynamic time in fashion, and we are proud to deliver a collection that reflects how we believe people want to dress in a post-COVID-19 world.”

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Kenneth Cole Awear-Tech at Men's Wearhouse.

Both the Awear-Tech and Awearness Kenneth Cole collections will incorporate the Kenneth Cole Production Foundation’s charitable give-back component. A portion of the proceeds of all 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,” said 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.”

Kenneth Cole Awear-Tech at Men's Wearhouse.

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.

37.5 technology was created by Cocona Inc., which develops and markets active particle technologies used to enhance the technical performance of clothing, footwear and sleep systems. Previously, 37.5 technology was marketed under the Cocona brand name, as the original active carbon particles were derived from coconut shells. The technology has since been expanded to use additional natural materials.

Tailored Brands is a specialty retailer of men’s wear, including suits, formalwear, sportswear and a broad selection of business casual offerings. Its brands include Men’s Wearhouse, Jos. A. Bank, Moores Clothing for Men and K&G Fashion Superstore.