The startup is targeting a demographic that’s gone largely underserved in the booming athleisure market

Athleisure continues to rise in popularity, even years after the COVID-19 pandemic brought about the transition from office to remote work. However, a significant segment of the population, namely big and tall men, has remained underserved in this growing market. 

Big and tall men make up around 11% of the population and the segment is growing at twice the rate of the regular-size men’s apparel market.

Newton’s First, which describes itself as the world’s first big and tall men’s athleisure brand, is exclusively targeting the fast-growing market, valued at $6 billion.

The name “Newton’s First” comes from Sir Isaac Newton’s First Law of Motion, which states that an object in motion will stay in motion unless acted upon by an external force. 

“In our daily lives, our bodies are constantly acted upon by the outside forces of rigid and unforgiving fabrics and poorly designed garments that restrict our natural movement,” explained Newton’s First co-founder Will Cuadros, who previously launched The Winston Box, a big and tall clothing subscription box for men. “Our mission is to produce garments using innovative comfort-first fabrics that allow the body to move naturally, preventing outside forces from slowing you down, effectively breaking the laws of physics.”

Newton’s First offers bigger sizes with fuller midsections while remaining tapered and fitted throughout for a more flattering silhouette. Tall sizes have elongated torso measurements and longer sleeves and are marketed to men 6’3” and up. 

The athleisure brand’s features align with the big and tall demographic’s needs, which are for stretchy fabrics, moisture-wicking technology, and temperature regulation.

Amit Patel, who co-founded Newton’s First along with Cuadros, emphasized the brand’s dedication to fit, fashion, and function.  

“As Big & Tall men with decades of combined experience in the industry, we understand the unique challenges plus-size men face because we’ve faced them all our lives,” Patel said. 

The launch of Newton’s First comes as GLP-1 weight-loss drugs figure to bring about more size inclusivity in fitness and wellness.

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