Doce Vida Fitness, an activewear company, will be launching its first men's collection this April named after one of the largest cities in the world, Sao Paulo.

Designer and founder Jordan Veatch-Goffi, has explained the decision to enter a new business category as such: "We have received an overwhelming request from our current female customers for their significant others," she said. "In addition, we have come across articles in major news publications, such as the New York Times, about the missing or limited category of men's fitness apparel."

With convenience and comfort in mind, Doce Vida launches the Sao Paulo collection featuring functional and sporty designs for the 18 to 65-year-old athlete to novice market.

The collection, which is set at a wholesale range of $19 to $29 and a retail range of $38 to $58, is made of the company's unique 12 percent stretch fabric and a lightweight fabric. Both fabrics are moisture wicking and "highly technical," said Veatch-Goffi.

Styles are available in sizes medium through XXL and include the following: Sao Paulo Sleeveless, Sao Paulo Short Sleeve, Sao Paulo Short with Compression Inner Short and Sao Paulo Short with Lightweight Inner Short. Colors include black, white, orange, blue, red and yellow.

"We are striving to develop the perfect workout short for guys. We have tested the short on professional tennis players, yogis, cyclists, basketball players, gym guys and Pilates practitioners," said Veatch-Goffi. "Both shorts have a double layer - one has a compression inner short for maximum support with high-impact sports to reduce muscle vibration and fatigue. The other has a lightweight inner short for low impact sports like yoga."
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