Wear more, shop less La­bel caters for blokes who put com­fort be­fore re­tail ther­apy

Central and North Burnett Times - - CLOSET - WITH Chan­tay Lo­gan sporteth­e­la­bel.com

WHEN cre­at­ing Sporte the La­bel’s first menswear line, Emma Davies was guided by a fun­da­men­tal fash­ion truth: men don’t shop a lot. It led her to easy-to-wear-and-pair ba­sics that hold their shape for longer, al­low­ing re­tail-re­luc­tant blokes to stretch the time be­tween shop­ping ses­sions.

“When cre­at­ing Sporte Man I wanted a one-stop shop, so they could buy the whole range from head to toe know­ing the qual­ity and colours are work­ing to­gether,” Emma says. “There was a gap in the mar­ket for men’s ath­leisure wear and cloth­ing that could dou­ble as ac­tive and ca­sual wear but still look su­per stylish.”

Emma plays up the com­fort card when it comes to the min­i­mal­is­tic col­lec­tion of ev­ery­day es­sen­tials. “Sim­plic­ity and com­fort are key – 90 per­cent of the time men just chuck on what­ever is ly­ing around and is com­fort­able,” she says.

If you only buy one piece from the range, Emma tips the uber-comfy Per­for­mance Track Pants. For fash­ion new­bies, Emma rec­om­mends build­ing a wardrobe in a neu­tral colour pal­ette so in­di­vid­ual pieces will work to­gether.

Track­ies may get the fash­ion tick, but string-strap sin­glets (stringlets) are cross­ing the line. In­stead, draw in­spi­ra­tion from the sporty street style of Zac Ef­fron and Justin Bieber.

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