Under Armour’s Spring / Summer 2016 Men’s lineup says one thing: UA is gunning for the fashion industry. With new technologies that keep wearers cool and collections that make performance wear look exactly like regular clothing, UA may be onto something big.
Cold Switch is just one of UA’s newest technologies. Cool Switch is a ceramic print on the inside of a garment (it shows through a bit depending on the color of the garment) that is activated by water. Once activated, just as a ceramic coffee cup works, it resists heat while the moisture-wicking property of the garment keeps the wearer dry. Cool Switch has been implemented in the men’s running and training categories, from compression tops to looser tees. It can be printed on almost any garment, even one with perforations.
The next new technology is the T 400. The T 400 yarn removes spandex yet keeps garments stretchy. Spandex retains moisture and dries slowly. By removing it, moisture is wicked quickly, the garment weighs less, and the wearer stays dry. The yarns in the garment stretch mostly laterally but spring back in place and have a soft, cotton-like feeling. Of course, all of the garments are antimicrobial and moisture wicking. The T 400 also has small ribs that raise the garment off the wearer’s body ever so slightly. The ribs increase surface area and allow moisture to evaporate quickly.
There are new colorways coming for the Armour leggings, Raid shorts, Tech tees, etc. Colorways are becoming more subtle and less loud.
Under Armour has partnered with Gore-Tex to create a few different jackets. One will feature UA’s Storm 2 construction that is water resistant and and windproof. Of course, it is antimicrobial and moisture wicking. Another will be nearly impenetrable to water, allowing the wearer to perform in the rain while the material remains stretchy.
Golf is a focus of the Spring / Summer 2016 lineup. The Playoff polo, at $65, it is a poly-elastane hybrid that will come in heathers, stripes, tweed prints, etc. However, the polos I saw and felt today do not resemble performance apparel at all, even though that is slightly what they are. Instead, they resemble a normal polo with a thick collar yet they are lightweight, breathable, and dare I say, rather fashionable (although I would never, ever wear a polo). The polos are also built to hide imperfections.
Additionally, the shorts the polo model was wearing resembled regular dress shorts/pants. Rather deceivingly, and only able to be seen when very close, the shorts were completely perforated and definitely a performance item. Complete with belt loops and a fairly elastic waistband, Under Armour has crossed over to making regular clothing from a performance standpoint. To me, this opens up many, many possibilities for Under Armour. As the UA rep said, “Why wouldn’t you want your jeans or shorts or pants to be able to perform and be comfortable?” This technology isn’t going anywhere either; UA made it clear that it will be expanding from just golf.
Steph Curry’s apparel line is expanding as well. Inspired by his love for sports cars, the clothing features gold and iridescent accenting by way of his logo, pant aglets, zippers, and piping. His new collection will extend to boys as well as men with shooting shirts, shorts, etc. and some garments will feature the “I Can Do All Things” saying.
Thoughts on this upcoming apparel for men from Under Armour? Sound off in the comments.
Under Armour with casual clothes, there doing it really big.
In a few years I think the fashion industry will look a lot different.