Donrad Duncan, creator of Victorinox/Swiss Army Apparel and former owner/designer of MA.STRUM unveils a new label called EFM, short for “Engineered for Motion.” Duncan explains the brand’s name is “the clearest explanation of what we are producing” — garments that are engineered, rather than designed, from a sporting or technical perspective. The objective is to add an extreme level of functionality and purpose to everyday goods. Take a standard blazer: EFM utilizes a nylon/poly weave fabric to add breathability and elasticity that is non-creasable, meaning no iron or steamer is ever needed for it to look fresh. We look forward to seeing the collection deliver come next Fall/Winter 2014. Check out their newly launched website here.
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