WHY JASON DUNDAS’ NEW FASHION-FORWARD MALE ACTIVEWEAR BRAND GETS MEN NOTICED
Model, TV presenter and David Jones Ambassador, Jason Dundas, can now add designer to this growing list of accomplishments. Alongside Australian based company ONTHEGO® SPORTS, Jason has created male activewearlabel, DundasFit. Inspired by his time working, living and exercising in New York City, DundasFit has made it easier than ever for men to find contemporary, high quality and affordable gear that will seamlessly transition from workout to street. We were lucky enough to get the inside scoop on the new line from the man himself and even get some snaps from the campaign (see below!).
DundasFit: Fashion-forward male activewear
Q: Congratulations on the range! How did it come about?
Jason: “Thank you! A couple of years ago while living in New York City hosting a morning pop-culture TV show for VH1 America, I noticed guys were starting to wear their gym gear around the streets socially, and running sneakers were becoming more and more fashionable. I had witnessed first hand the fashionable fitness boom for women a few years earlier so to me it made sense that it was only a matter of time for the guys market to do the same. Around this same time I had also been working with David Jones as their menswear ambassador for a couple of years, which made me extremely versed in current trends for men. The ‘aha’ moment came when I saw Kanye West rocking Nike Flyknits with jeans and a blazer to a black tie event. I spent the next 12 months sketching ideas until the early hours of the morning in my NY loft, until the brand, DundasFit, was born.”
Q: What was the inspiration in wanting to design a performance range?
“From day one it has always been my goal with DundasFit to create a line that guys can wear both in the gym and socially. When I exercise I like to mix things up, from lifting weights in the gym, tennis, surfing, running and even yoga, so it was important for me to develop a line that was also technically advanced. Once the idea for DundasFit was set in place I was lucky to partner with ONTHEGO® SPORTS to help bring the brand to life. DundasFit uses trademark ONTHEGO® ActivTek™ Polyester blends, that are embedded with dynamic cooling treatments. Our garments are designed to have a comfortable feel that promotes moisture management while working out.”
Q: What’s your own fitness regime and did you design this range with that in mind?
“When getting in shape for the David Jones Fashion Launch I like to lift weights in the gym, run and do yoga to stretch the muscles out. Like most of us I am constantly busy with my career and find it challenging to get the time to exercise, which is why it was so important to develop DundasFit to look like casual wear. I like to be able to wear my gym T-shirt or shorts longer through out the day, or on weekends all day long. For me I love to wake up on a Saturday morning put on my DundasFit tank and shorts, and stay in the one outfit all day, slipping off to the gym when I get the chance knowing I won’t have to change before my work-out.”
Q: Is there a particular type of sport or exercise it’s ideal for?
“I have been wearing the DundasFit collection for the last two months in LA in the lead up to our launch and can personally say I have played tennis, surfed, done yoga, cross-fit, played soccer, run a half marathon, cycled and swam all in the DundasFit gear.”
Q: Do you have a favourite piece in the collection and why?
“I have two favorite pieces from the DundasFit S/S15 collection; the first is the tank top. For me personally I would always cut the sleeves off my good T-shirts because I could never find a decent fitting tank top from a sports store that was also in a nice fabric. With the DundasFit Tank we have built it out of soft cotton with a raw cut edge on the sleeves so it feels authentic, and from a technical point we added an ActivTek™ Polyester blend fabric into the high sweat area on the upper shoulders.
“My second favorite piece from the collection is the black DundasFit shorts. Being an Aussie I love to surf, hangout, cook a BBQ and hit the gym all in one day, so it was important for me to create a pair of shorts that you can do all of these things in without changing.”
Q: How do you see the health and fitness market merging with the fashion market? Do you think this a trend?
“The word fashion implies that something is trending, and right now we are in the middle of a health boom so it only makes sense for these two worlds to currently be aligned. Although being healthy is now more mainstream popular then ever before I think this awareness will continue to move forward. Bottom line is, we all want to live longer and have better lives, and being healthy is a catalyst for this.”
Q: Any plans for creating a female activewear line?
“Right now our focus is to allow guys to express their individuality and style within the realm of working out.”
To read official article click here: http://www.sporteluxe.com/why-jason-dundas-new-fashion-forward-male-acti...