Moda fitness masculina

Abstract

The fitness fashion segment encompasses garments designed for physical activities such as weight training, yoga, gymnastics, sports, and functional training. Since its emergence in the 1970s, this sector has evolved to address not only aesthetic aspects but also technical requirements, including comfort, performance, and the use of technological fabrics. The expansion of the fitness market has driven advances in design, technology, and innovation. In the state of Goiás, particularly from 2010 onward, women’s fitness fashion has shown significant growth, with the introduction of technological fabrics such as dryfit, UV-protection materials, and innovative design proposals. However, men’s fitness fashion still lacks development regarding aesthetics, functionality, and cultural identity. Many collections remain low-quality, generic, or heavily inspired by mass-market imported designs, despite being commercialized as innovative and often at high prices. In this context, this study proposes a futuristic approach inspired by cyberprep aesthetics for men’s fitness fashion in Goiás, focusing on innovation, ergonomics, and the appreciation of regional identity. The objective is to develop a brand named GOMSSIS and create a 10-look collection that combines futuristic design, ergonomic functionality, and strategic marketing applications. The methodology includes Design Thinking principles for product creation, bibliographical research, qualitative studies with the target audience, mapping of national brands, SWOT analysis, benchmarking, brand briefing, iterative improvements of prototypes, and an editorial photoshoot with eight images. The study aims to contribute to the enhancement of regional men’s fitness fashion and strengthen its competitive positioning within the national market.