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Saks Fifth set to bring Equmen men's 'wondershirt'
Jun '09
Saks Fifth Avenue is set to bring the body-optimizing undergarment concept into the men's arena State side with the launch of Equmen: a high-performance men's underwear range designed to immediately improve how men look and feel on a daily basis.

Already a massive hit in the UK, Equmen's Core Precision Undershirt, also known as the "wondershirt", is a male version of shapewear, but designed with men's health and style needs in mind. The patented Helix-Mapping System embedded in every garment merges physical therapy insights with state-of-the art sportswear engineering to improve posture, provide core support and visibly streamline the body.

"Advanced garment technologies are used in the activewear market to help improve athletic performance," says Corie Chung, spokesperson for Equmen. "We have leveraged these capabilities to engineer garments that can improve men of all shapes and sizes, whether they want to make a confident impression at work, dress for a special occasion, or simply improve everyday ergonomics."

The result is a range of high-performance undershirts that forge a new generation in men's underwear, delivering a classic look with healthy-body benefits and visible cosmetic improvement. "Our garments can help every man," adds Chung, "We are happy to bring this line to Saks Fifth Avenue because of the brand's commitment to providing excellent service and style to men."

Saks Fifth Avenue will be the first retailer in the United States to carry the line. "We are seeing evolution in the menswear and grooming segments as men are becoming more aware of what it takes to put their best foot forward," says Eric Jennings, Fashion Director. "Women have long had an extensive set of resources in this area. We are very pleased to give men a new, highly effective tool in their grooming arsenal."

Starting May 29, Saks will carry the line in select cities across the US, including New York, Bal Harbour, Houston, Richmond, St. Louis and Beverly Hills. There are plans to roll-out the line to a further 20 doors by October 25th.

Founded in April 2007, Equmen specializes in high-performance men's undergarments and accessories. Equmen products are sold online at www.equmen.com and select department stores and specialty retailers in the US, Canada, the UK, South Africa and Australia.

Saks Fifth Avenue, one of the world's preeminent specialty retailers, is renowned for its superlative American and international designer collections, its expertly edited assortment of handbags, shoes, jewelry, cosmetics and gifts, and the first-rate fashion expertise and exemplary client service of its Associates.

Saks Fifth Avenue

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