Kevin Hart, the Face of Fabletics New Men’s Collection, Launches at the End of April

Kevin Hart, the Face of Fabletics New Men’s Collection, Launches at the End of April

News broke this past weekend with the drop of a new collaboration that will be having us on the edge of our seats.

Kate Hudson, co-owner of Fabletics, has reached newfound success after noticing a gap in the activewear marketplace. Hudson, alongside with the JustFab Inc. CEO’s, Don Ressler and Adam Goldenburg saw plenty of luxury brands that offered high quality and stylish workout gear but none at an accessible price point. Since starting Fabletics in 2013, the brand’s outside of the box approach has reached new markets in new countries, allowed for their first brick and mortar store, and created extensive collaborations with celebrities like Demi Lovato, Maddie Ziegler, Kelly Rolland, and now, Kevin Hart.


Photo via Fabletics 


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Standing at only 5′ 4″, Kevin Hart, an American stand-up comedian, actor, and producer, is well known for his comedy, down to earth personality, and “every man’s man” appeal. Now, Fabletics has tapped this popular celebrity to be the face of Fabletics Men, as an extension of Hudson’s popular women’s activewear collection in an attempt to reach men in a different way, without intimidation or high price points.

Fabletics Men will officially launch at the end of April and will consist of foundational layers, high-performance activewear tops and bottoms, pre- and post-workout pants, joggers, hoodies and crewneck sweatshirts. The collection will be sold online as well as in the Fabletics retail stores and is focused on “fit, function, feels, and style”, according to the company.


Photo via Fabletics 

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As tradition has come to prove, men’s activewear and the men’s sports genre in general has always revolved around a “bigger, stronger, better” mentality and it seems that women are not alone in the cry for more accessibility in the images presented from the fashion industry, especially activewear. Hart called out the problem he sees with other performance labels in a recent press release, “a lot of older performance labels pressure you to be something you’re not. Fabletics Men works 24/7 to provide gear that works for the wearer — not the other way around.”


Photo via Fabletics 

“The activewear space wants to intimidate,” Hart explained in the press release. “To get you to spend way too much cash on the complicated tech you don’t need. On overpriced labels. On streetwear that tries too hard to be cool. But at Fabletics Men? We’re going to give you exactly what you want at a price that won’t scare the hell out of you.”

Photo via Fabletics 

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Building off this movement, the brand is looking to bridge Hart’s well known personality with making consumers feel welcomed, wanted and important. They will emphasize, develop and grow “The Crew,” a community for men centered around charity, wellness, and community outreach. As a result of the coronavirus pandemic, through the end of May, 20 percent of Fabletics men’s net proceeds will be donated to Heart to Heart International, a Kansas-based humanitarian organization, to distribute equipment and medication to companies in the U.S. and internationally. The company has pledged to donate at least $50,000 to the cause.


Photo via Fabletics 

What we are seeing is that Fabletics is one of many up and coming men’s athletic brands that are attempting to capture the market share from major players like Nike, Adidas, Under Armour, and Puma. It will be interesting to see how these big brand names respond to the market call for accessibility and less intimidating imaging through its ads and mission. Much like consumer response to Victoria’s Secret models continuing to promote unhealthy standards, will men also demand realistic representation for athleticwear through its models and advertising? Only time will tell, for now, we look forward to seeing the evolution of athletic brands, their campaigns and the accessibility approach. Be on the lookout for this drop by the end of April and continue to watch Style Lush TV for even more fashion news.

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Krystal Navarro
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Krystal is a Trendsetter Member of the Texas Fashion Industry Initiative currently learning about online fashion media and content creation through its mentorship opportunity. Krystal Navarro is a true fashionista at heart. She thrives off of making people look and feel good through fashion. She is passionate about connecting people with opportunities that is related in the fashion field. Currently, she is a senior in pursuit of a Fashion Merchandise with a minor in Business Administration and Marketing degree from the University of the Incarnate Word. She is an advocate for the growing fashion industry in San Antonio and hopes to be a key player in it.