For guys, gone are the days of hitting the gym (or your gear-equipped living room) in a plain white tee and perspiration-unfriendly shorts. Those looking for a new source for fashionable and functional activewear and accessories can point their browsers to Future Proper, a just-launched e-commerce site geared towards modern fitness fiends.
Though the shopping platform is headquartered in NYC, its lineup of offerings is well-suited for Los Angeles' stylish sweat scene: Expect L.A.-based lines including footwear label Brandblack and outerwear company Holden alongside performance activewear from Reigning Champ (which sadly closed its L.A. flagship), high-tech eco clothing by Aeance, yoga- and beach-friendly apparel by Kozm, eyewear from Article One, hats from Ciele, wellness and recovery products from Eir NYC, socks by Plus Ultra, and more.
The brand's launch campaign was also shot in the City of Angels and stars local athletes. The site will also feature interviews and profiles with insiders and athletics stars, workout-friendly Spotify playlists, and more content for fitness enthusiasts. In the works are exclusive collaborations, and future plans include brick-and-mortar shops that will host community events.
Future Proper is powered by former fashion industry veterans, including co-founders Even Dunlop, who's done time at labels including Burberry and the North Face; and Adam Levite, an award-winning creative director who's worked with Undefeated, Nike, and The New York Times, and who has directed music videos for Beck and comedian Reggie Watts, to name a few projects. Rounding out the team is advisor and former Amazon exec Marty Keane, who was instrumental in the growth of Helmut Lang and Theory and was previously head of product at e-tailers Shopbop and East Dane.
Shop Future Proper online here.
Main photo: Reigning Champ