Women play a very small role in purchasing decisions.
At least that's according to Australian active lifestyle brand SQDAthletica.
The brand analysed shopping behaviour from 170,000 men who visited its physical and online stores in its first year of trade.
General manager of operations Ben Falvey said men are more particular about their clothing choices.
“Our customers are very aware of the materials and fabrics we use.
“They know about sweat wicking technology and want to know that our products are designed to allow for breathability and flexibility.
"In that respect, their partners play very little role in their purchasing decisions.
"They offer their two cents on how it looks but guys’ final decision comes down to those technical components.”
The brand's best-selling itmes are its Stadium and Field tees as well as its Freeway shorts.
SQDAthletica will celebrate its first birthday at its Pacific Fair store on the Gold Coast from October 21 to 22.
There will be a range of offers and competitions with appearances from ambassadors.
This includes former professional rugby league player Scott Prince and Australian Ironman surf lifesaving champion Caine Eckstein.