Home / Knowledge / News / Apparel/Garments / New CEO, NFL star & Nordstrom launch lead the way
New CEO, NFL star & Nordstrom launch lead the way
Apr '10
After storming the men's market in 2009 with their health-improving Precision Underwear compression range, EQUMEN is making a series of strategic moves to set the company up for further growth. With the appointment of a CEO from a major athletic compression brand, the launch at top-end retailer Nordstrom, and the signing of an NFL star, EQUMEN is proving there are big plans for the brand.

"We had a very successful first year, achieving distribution in some of the world's top luxury retailers, recognition across high-profile international media and incredible customer feedback," says Gavin Jones, MD and Co-Founder. "This year it is about strengthening our foundations and expanding our reach."

EQUMEN has kicked off the plan with the strategic hire of Alister McColl, a seasoned executive from the sports apparel industry, as Chief Executive Officer. Between 2005 and 2008, Alister played the lead role in propelling Skins, a market leader in compression products designed for elite athletes, from a relatively unknown Australian brand to a worldwide success distributed across major markets including the UK, US, Japan, China, and Europe. Over the course of 3 years, Alister grew Skins from a sub one million dollar brand to $40 million plus through a mix of creative marketing tactics, product extensions, and international expansion strategies.

"In many ways, EQUMEN is similar to Skins when I first began there," says Alister, EQUMEN CEO. "Innovative product, slick brand and filling a real market need gap."

"I believe EQUMEN has even greater potential given the brand's lifestyle positioning and product benefits that can directly benefit the modern man's everyday life," continues Alister. "I am immediately putting plans in place to accelerate programs across the entire business so EQUMEN can maximise its potential."

One of Alister's first moves has been to grow EQUMEN'S brand ambassador profile by signing NFL star Josh Bidwell, a punter for the Washington Redskins. "Our garments are designed to bring sport insights to improve the life of the every man with ergonomic support," says Alister. "Sportsmen get it immediately – partnering with this community helps to educate every man on the benefits."

According to Josh Bidwell, "I am very excited to be involved with EQUMEN. The product's support is very unique and comfortable while working out or for casual wear."

Off the field, Josh has discovered that EQUMEN can also improve his golf game. "I play golf regularly, and since wearing EQUMEN I've noticed a real improvement in my core stability and rotational power."

EQUMEN is also expanding its U.S. department store distribution with an April launch at Nordstrom in Seattle."We are currently the #1 branded underwear at Saks Fifth Avenue," says Alister. "Nordstrom attracts a similar customer – the man that takes care of himself and is looking to put his best foot forward. We see Nordstrom as the ideal retail partner for EQUMEN to expand reach with our core target."

As EQUMEN is already demonstrating, this brand is setting itself up to become a serious contender in the global men's underwear market.


Must ReadView All

Union textiles minister Smriti Irani addressing at the Texprocil Annual Export Awards. Courtesy: PIB

Textiles | On 22nd Oct 2016

Govt to extend special package to home textiles segment

The Central government is likely to extend the recently approved Rs...

Reebok Liquid Speed Grey. Courtesy: Business Wire

Apparel/Garments | On 22nd Oct 2016

Reebok’s Liquid Factory brings sneaker creation to US

Reebok, a pioneer in the sporting goods industry, has brought sneaker ...

Courtesy: GHCL

Textiles | On 22nd Oct 2016

GHCL to invest Rs 67.25 crore in textile division

Chemicals and textiles firm GHCL will invest Rs 67.25 crore in its...

Interviews View All

Giovanni Pizzamiglio, Paolo Crespi & Riccardo Robustelli
Epson, For.Tex & F.lli Robustelli

‘The percentage share of printing in the global textile market is pretty...

Abhimanyu Singh Rathore & Barbara Anna Kosiorek

‘Blending cultures is the true beauty of fashion, where one’s imagination...

Rajiv Sirohi

‘Portugal is taking away a major share of the mill made sector.’

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

October 2016

October 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Advanced Search