Eysom's success proves luxury athleisure is still alive
Los Angeles-based Eysom is proving that there is still a strong market for premium athleisure, selling $65 muscle tees and $180 men's athletic shorts at Equinox and other high-end fitness fashion boutiques.
Eysom, short for "Exercise Your State of Mind" was founded by Stan Cheung who saw a gap in the market for premium men's athleisure apparel. The assortment offers a full range of muscle tees, sweatshirts and jackets, as well as shorts in three different lengths, and pants. The product line is designed in LA and made out of eco-friendly performance materials. The brand states that it is the "perfect blend of performance and fashion."
Eysom's palette relies on classic men's basics colors, such as charcoal gray, navy, olive green, and white, applied in both solids and camo prints. The brand's logos are discrete and it calls itself "activewear for the modern mindful man."
While there have been reports indicating the athleisure trend is coming to an end, Eysom was created to pick up where Lululemon left off in the men's market. Cheung said, “There are not a lot of men’s activewear players with a point of view out there. I saw this as an opportunity to create something new.”
Eysom was founded when Cheung won a design competition in 2015 that offered mentoring by fashion designer Billy Reid. Reid advised balancing a business mind with creative freedom, and the resulting company seeks to create luxury athleisure clothes that have an accurate fit for men in real life.
Cheung said fit is actually a common challenge for men's athleisure because the fit models are much larger than the actual customer, which makes the clothes baggy and unflattering. He attempted to remedy this with Eysom, explaining to Apparel News that “The clothes are designed for people to feel better about themselves. If they look good on your body, you’ll feel confident.”
Eysom is sold at upscale health club Equinox as well as other luxury fitness fashion boutiques. It is also available online through the brand's e-commerce site. Price points range from $65 for a muscle tee to $295 zip hoodies.
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