Style, comfort, fit

athletic fit clothing

OUR STORY

Athletic fit menswear that won’t let you down

Until now, the human body and the way it moves creates
certain limitations on what we can wear. These limitations
are amplified even further if we don’t ‘conform’ to the industry
interpretation of the average body shape.

Fred Willems co-founder and two time Lions tour menswear designer

Approach

Understated and elegant. ‘Freedom of movement’ is
our inspiration, driving us to create classic, elegant and
perfectly fitting garments for everyday use.

Experience

With a passion for sport, fitness and healthy living, we
have over 20 years experience in the mens fashion
industry, including developing squad menswear for the
last two British Lions tours.

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Design

Fit is incredibly important, but it must be supported by
a strong focus on quality, style and durability. We have
longstanding relationships with the some of the best
fabric mills in Europe who share our vision of comfort,
fit and quality.

Community

We have studied the anatomy of athletic build men,
collaborating closely with rugby teams, personal trainers
and sport devotees, helping us to identify the key areas
of the body that require specific tailoring techniques in
order to provide the level comfort and performance
we strive for.

We know you don’t do things by halves.
Neither do we.

Over 20 years experience in the mens fashion industry. Developing and designing
menswear for a 40 strong squad of British and Irish Lions for the 2013 and 2017
tours. Continuously working and improving with a growing community of likeminded
sportsmen, trainers, athletes and fitness enthusiasts to make our athletic fit menswear
the very best it can possibly be.

Upper body

Neck sizing that works with a stronger
body shape. Sitting down without
your shirt pulling out of your trousers.
Lateral movement without pinching or
tearing. Complimentary rather than
compromising.

Lower body

Fitted, not spray on. Tailored specifically
for a stronger thigh, and for more
movement in the seat. Bend, squat and
stretch without restriction.

Flatter not flaunt

Get a great fit not a skinny fit.
Menswear for going out not working
out. Clothes that respect your body
shape. Comfortable, fitted and stylish,
not restricting and skin tight.

Simplicity

No messing about.
Clear, accessible sizing for a
range of different athletic builds.

It’s about more than fit

Fit is not just about your body shape, it’s also about how you feel. We are dedicated to
designing clothes that make you look and feel good. We’re not interested in trends and
constantly changing styles. We believe in craft, quality and attention to detail – delivering
timeless, comfortable great fitting clothing. Always.

OUR STORY

Free delivery
Orders over £100

No risk
30 day returns

Athletic build
Style, comfort, fit

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