How 75,000 followers helped Jason Dundas start fashion label DundasFit.
With about 75,000 followers on social media, Jason Dundas had a ready-made focus group when designing his men’s activewear range. “My followers were asking me how I kept fit and what I wore to the gym, so I started the hashtag #DundasFit to open the conversation,” he says. “Dundasfit the label was born from that.”
The New York-based TV host and model, 32, was raised in Penrith on Sydney’s western fringe and studied design before literally winning a job in 2001 to be a host for American music channel MTV. In 2012 he became David Jones’ menswear ambassador. Living in New York’s SoHo, he began noticing celebrities like David Beckham and Kanye West wearing their gym gear out in the street. “Because I was tapped into fashion through DJs, I saw an opportunity for that type of product in the Australian market,” the fitness lover, pictured, says. Dundasfit is a seven-piece range of sweatshirts for $89.95 and T-shirts, shorts and singlets for $49.95. It launches in David Jones stores and online in August. “We want guys to be able to wear our stuff all morning then exercise that afternoon and not be concerned about changing,” says Dundas. “I wore the T-shirt under a blazer for an interview with Johnny Depp then went for a run in it straight afterwards.” As you do.