Now the men are following suit… US Menswear show Mrket has announced to launch Move, a new curated section for active brands for men that will debut in New York City in January 2016 within the Vanguards Gallery section.

“Move is a response to a cultural shift: men are dressing for a more active lifestyle,” said Lizette Chin, Vice President of Menswear and BJI Fashion Group, the company that owns and executes Mrket. “Menswear retailers are shifting assortments as health and wellness becomes the new luxury. They will discover the most innovative, better menswear brands for their matrix at Move.”

The new platform should give space to brands such as Rhone, Athletic Recon, EFM (Engineered For Motion), Mizzen + Main, Eysom and Masterclass.

Move will house active wear for men, Credit: by EFM
Move will house active wear for men, Credit: by EFM

With this new section Mrket wants to give retailers inspiration and direction for adding new categories to their stores.

Move will be presented in partnership with Equinox that currently operates 75 clubs across the US.
"Men's trends have shifted quickly towards athletic tailoring; Mrket, and the concept of Move, helps make this shift for men faster and more possible”, said Frank Rappa, Sr. Director of Retail at Equinox.