It all began with the idea of making the perfect t-shirt and expanded outward into an athletic-inspired collection meant to take guys here, there, and everywhere. Cofounder Greg Lawrance aims to give guys the tools to look good but feel comfortable every day.
POPSUGAR: What does being in the Incubator mean to you?
Greg Lawrance: To be selected was an honor. It's a once-in-a-lifetime, exceptional opportunity and experience. And because of this program, we experienced tremendous growth as a business and brand: from improved brand focus and increased awareness to revenue growth. It was also instrumental in helping streamline our operational approach to the business through our mentors. It's the quintessential springboard for any emerging designer/fashion brand.
PS: What inspired your Fall collection?
GL: "Motion" is the key word for our Fall active-fashion collection. By integrating our signature tonal geometric style lines and panels with a broader array of high-end performance fabrics in Winter-cool, masculine colors (e.g., CoolTech with wicking properties, sturdy stretch fleece, Pima cotton/spandex interlock, and breathable padded waxed nylons), Fall '14 aims to strike the perfect balance between active living and luxury.
PS: Are you excited to show on a digital platform?
GL: Couldn't be more thrilled! It's exactly the type of high-end, high-impact social media content initiatives we are aiming to publish this year and beyond. And as this is being produced by the KCD team, we couldn't ask for more!
Photo courtesy of CFDA Fashion Incubator