2016 signals the launch of THE UPSIDE MAN, where the focus of MAN is directional and fashion-inspired, delivering a fulsome and considered counterpart to WOMEN, with a balance of functional technology and recovery outerwear. To herald in the new language of THE UPSIDE MAN, brand founder Jodhi Meares recruited designer Matty Bouris to join her team.
“What makes THE UPSIDE unique is that it draws from a truly Australian experience. Matty B communicates the perfect tone, balancing the strength and agility of sportswear while delivering on sophistication and style. The result is an energetic and intelligently considered collection,” said Jodhi.
Inspired by urban city palettes and moody oceanic hues, the collection features streamlined silhouettes in dark blues, greys, moments of khaki and monochromatic prints. Drop crutch shorts, drop tail hemlines, script logos and neoprene panelled joggers give an edge that teeters seamlessly between the gym and the street. It’s this subtle nuanced styling and commitment to both performance and lifestyle that make this collection distinctly THE UPSIDE.
To launch the new season, Australian model and former NRL player Nick Youngquest was brought on as the face of the campaign. A self-confessed yogi and surfer, Youngquest perfectly spans the realms of both fashion and fitness and is a clear fit for the brand’s directional, performance driven athletic wear.
Jodhi says Nick was an obvious choice, “I’ve watched Nick’s sport and fashion career trajectory both in Australia and overseas. His approach to fitness resonates with our brand, sport is intrinsic to his daily life yet he is not afraid to mix up his routine and never takes himself too seriously, there’s a beautiful synergy there to what THE UPSIDE is all about.”
Jodhi, accompanied by her team from THE UPSIDE, flew to L.A. to capture Youngquest alongside Instagram sensation and fitness model Rocky Barnes in the AW16 campaign.
Get motivated to get fit with the amazing UPSIDE MAN!
by Arrnott Olssen
Editor Rogue Homme