The company says that smartwear is a new approach to menswear designed for the realities of modern urban life
Confluxe, a tech-led retail omnichannel partner and platform, has brought international menswear brand Urban Performance in India to introduce the smartwear category to the country. Smartwear is a new approach to menswear designed for the realities of modern urban life, the company said.
The smartwear collection pairs natural fabrics including Peruvian Pima cotton with high-performance blends, the company added. The company pointed out that the collection is available exclusively on the brand’s website.
“We created a brand that brings together technology, design and tailoring to deliver versatile garments that transition effortlessly across every moment of the day. Bringing this concept to India marks an important milestone in our international growth strategy, as we see a market whose dynamics closely reflect the very conditions that inspired the brand’s creation,” said Richard Stad, Founder of Urban Performance and Chief Executive Officer, Aramis Inc.
Highlighting that while traditional formalwear often prioritises structure over comfort and athleisure prioritises comfort over refinement, the company noted that Smartwear bridges that gap, combining performance-driven innovation with elevated tailoring.
“When I came across Urban Performance, what struck me was that it had been engineered for exactly the conditions Indian men navigate every day, long hours and a day that moves between boardrooms and everything else without pause. There was no premium brand in India doing this with the level of product sophistication Urban Performance brings. That gap was the opportunity,” stated Rajesh Narkar, Co-founder and Chief Executive Officer (CEO), Confluxe, co-founded with Louis Coucke.
