Sam Lobban, Nordstrom SVP Designer & New Concepts chatted with us about Concept 010: Activate!, A fitness and wellness-focused collection now available exclusively online at Nordstrom.com/NewConcepts.
Being one that finds himself at a gym at 5:30 am and find my gym outfits are often also my weekend garb, I am all about Concept 010: Activate. This is Nordstrom’s tenth project for New Concepts @Nordstrom Men, following previous concepts with Union & Company, Dior, Japanese printing house printings.jp, and Patagonia. The ongoing series of digital and physical pop-up shops invites customers to discover the newest menswear products in partnership with the world’s most compelling brands.
This curated collection features elevated gear for the mind, body, and soul with a selection of clothing, shoes, and accessories that encourage an active lifestyle. Each brand is distinctly represented through signature or exclusive styles with highlights including District Vision’s Air–Wear technical shirting, Satisfy’s Light Collection, and Malbon Golf’s camp collar button-down shirts.
Of the 7 brands offered, 4 brands are available at Nordstrom for the first time: District Vision, Gramicci, Malbon Golf, and Satisfy.
“Our approach to the concept of Activate! was to focus on the holistic idea of wellness, not only through the lens of being physically active but also through the practice of mindfulness. We aimed to bring together the best brands that combine the technical components of athletic clothing, shoes, and accessories with a fashion-forward focus, covering sports, hobbies, and activities which equally focus on the health of body and mind. Thinking about our customers in this current time, we felt it was particularly important for them to feel good while focusing on their wellbeing, and of course to look good whilst doing so.” – Sam Lobban. Nordstrom.com/NewConcepts
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