George Lois tries his hand at a different kind of design

DNR reports today that legendary creative director George Lois—whose work for Esquire is now on view at MoMA—is the force behind My 3D Fit, a new line of jeans and shirts that supposedly achieve a better fit by using a double-seamed side panel rather than the traditional side seam. (This is meant to reduce bunching.) Hardly an obvious project from the guy famous for riddling Muhammad Ali with arrows, but it's not Lois' first encounter with fashion: He helped launch Coca-Cola apparel back in the eighties. (And we'll assume George had nothing to do with those square-toed shoes in the picture.)
My 3D Fit denim, $150-$200, and shirting, $125, available at My3DFit.com