Once focused exclusively on women’s athleisure apparel, the Montreal-based lifestyle brand has branched out with a new men’s line and travel-focused products to maintain a competitive edge.

The brand is 19 years old and today has 29 corporate stores, 19 in Canada, six in the U.S., and four in Europe, as well as another 12 franchisees spread across those areas. There’s also a few stores in airports in Canada.

Through distributors and other partners, the brand is in 11 countries.

The retailer started the male collection very small with probably only 10 per cent the number of styles for men as it does for women. It tried to approach the men’s collection with as much versatility as possible so it designed a set of products that the average man could travel with, could be active in, and could live this active urban lifestyle.

Actor and outdoor enthusiast Josh Duhamel has become an ambassador for the retailer after signing on as equity owner and investor.

“There’s a rugged yet fashion-forward element to the line that speaks to both outdoor adventurers and urban explorers,” said Duhamel. “Lolë will travel.”

Actor Josh Duhamel travels the world as athleisure brand Lolë’s ambassador

“As an understated style icon, Josh has participated in design workshops with our product teams. The new line is an exciting opportunity for us to continue to inspire people to live outside their comfort zones in style.