MRket Launches MOVE for Active Brands

MRket is getting whipped into shape. The redesigned menswear show is partnering with Equinox to launch MOVE, a curated selection of progressive active lifestyle brands at the next edition Jan. 25-26, 2016. The section will spotlight the best in high-end active and performance styling, including brands Rhone, Mizzen + Main and Eysom.

Lizette Chin, vice president of menswear and BJL Fashion Group, the company that owns MRket, said the new dedicated area is a response to a cultural shift. “Men are dressing for a more active lifestyle,” she explained. “Menswear retailers are shifting assortments as health and wellness becomes the new luxury. They will discover the most innovative, better menswear brands for their matric at MOVE.

MOVE will be anchored by Equinox. The fitness club, which is repositioning itself as a destination for fitness and activewear shopping, will present a collaborative pop-up to buyers and host fitness-inspired demos.

“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 Equinox Senior Director of Retail Frank Rappa.