Boswell brand COO Taj Ahmad says the collection, with slim joggers and tops inspired by Indian Prime Minister Narendra Modi (ModiKurta) in monochrome colors, showcases that men are interested in casual comfort with an emphasis in use and practicality. Taj states:
"While the idea of Athleisure has been recently applied to only women (with yoga pants sales up 45% while actual yoga participation only up 4.5%), we have been creating a balance between what our patrons wear in our suiting for professional settings (with Waraire Boswell) and in more casual moments with our Boswell brand for a few years. This collaboration showcases the equal versatility in activewear for men."
The Boswell Grover collaboration will launch at the Steven Alan store on La Brea in Los Angeles on September 27. Read the full article from Hypebeast here.