Engineered for Motion opens Pop-up Shop in NYC
Last week on December 8th, I had the opportunity to visit Donrad Duncan’s first ever SoHo pop-up store in NYC at 347 West Broadway during the night of its initial opening launch event for EFM. The event was hosted by s10 fitness trainer, Troy Brooks. Drinks were provided by Tito’s Vodka, Peroni Beer, and Topo Chico and served to guests as they shopped Donrad Duncan’s A/W 2016 athlesiure collection. The sportswear brand is known for its cutting edge innovative design feature, specialized finishing technologies, and enhanced performance functionality.
I was fortunate enough to get a chance to speak with the founder Donrad Duncan, himself and met with EFM’s A/W 2016 campaign model, Brandon Parker as well as the event’s host, Troy Brooks. I wanted to know what the inspiration was behind the brand that led him to the creation of Engineered for Motion in 2014. Donrad told me about how he lived an casual, active lifestyle which involved the use of riding a bike to wherever he needed to go. But his suits had never held up their shape throughout the course of the day. He said he had a difficult time back then in trying to find stylish, multi-purposed men’s clothing that would be durable enough in times of being on the go, and could outlast different weather conditions. He felt he needed to design suits that could be equipped while being on the move and would still maintain their shape. He wanted menswear that was elegant and luxurious while still being, comfortable and functional. The idea was to do “more with less”. The overall design process keeps movement as the primary focus when creating the functionality of these garments. The looks in his A/W campaign maintain a classic tailored silhouette.
The full A/W 2016 collection is available for purchase, here.
Image Credit: EFM Menswear