Launched in 2020, the retail destination Future Proper aims to question what it means to be active as it breaks down stereotypes pinning victory or defeat to a successful workout. Co-founder and CEO Even Dunlop, along with co-founder and creative director Adam Levite, found that most sites selling performance gear and athleisure steered their inventory and marketing toward athletes. For Future Proper, they envisioned a …
The equipment we use to exercise will always emphasize function first and foremost. Designers tasked with defining forthcoming machines’ aesthetics contend with trainers and therapists regarding how to best integrate a design style without interfering with range of motion or desired results. There’s also the challenge of square footage—ways to make room for other machines or to hide equipment in spaces sometimes dedicated to other …
Whether it’s the holidays, a birthday or an anniversary, important dates seem to sneak up on us every year. Suddenly, the time to shop for gifts is slim and the opportunities to stress are bountiful. Time is of the essence right now and, more than shopping, we would like to encourage our readers to spend some moments (albeit virtually for many) with your favorite people …
