If you know me, then you know I’m not a big fan of UnderArmour, the popular athletic apparel company built on high-tech undergarments which later transformed into a lifestyle brand mostly peddling outerwear and accessories. UnderArmour outerwear. I can’t stand the backwards branding. It’s wrong in every possible way. Add to that the company’s over-the-top design aesthetic which screams for attention and it’s hard for me to find much to like.
One of the few things I dislike more than UnderArmour is retro fashion like the plaid shirts, thick frame glasses, etc. favored by backwards-looking hipsters. I want the fashion of the future that blends cutting-edge fabric technology with designs never before possible. Enter UnderArmour’s Avengers base layer series, designed in collaboration with Marvel’s production designers for Avengers: Age of Ultron. Iron Man literally wears this under his armor. Finally, the brand lives up to its name! And the design is futuristic, subtle in its use of color and does what fashion is meant to do, make the wearer look good. I especially like the long sleeve compression shirts designed for Hawkeye and Quicksilver. These are the first UnderArmour products I’ve ever wanted to wear. And best of all, that ridiculous X/H-looking logo isn’t plastered across the front, screaming for recognition. These designs stand on their own.
Great write-up by the folks at Gizmodo: