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.
"When I was designing this first edit I wanted the clothing to reflect this but with style."
If you only buy one piece from the range, Emma tips the uber-comfy Performance Track Pants.
"They are such a great staple for a men's wardrobe and can be dressed up or down by adding some of their other wow wardrobe pieces," she says.
"Grey is also very in at the moment and I can honestly say (my husband) Seb has not taken them off since ... he won't even wash them."
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.
Shop Sporte Man at sportethelabel.com
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