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Promotional video produced by Gilt.com for the M. Singer Experience exclusive launch. Discusses the philosophy behind the comfort driven brand. 

The line, launching today on flash-sale site Gilt is a sophisticated slacker's dream. It's populated with subtly detailed basics- buttery tees with curved hems, just-slouchy-enough chinos with a tuxedo strip- in a . soft natural pallete. To ensure the clothes work for a wider range of men, not just fashion folk, Mr. Singer used his friends- including Wall Streeters and lawyers- as fit models. Mr. Singer is hoping he's made casual menswear that's beyond effortless.

Singer, the former men’s fashion director at Neiman Marcus and Bergdorf Goodman today will launch The M. Singer Experience on Gilt.

Guys know how to dress for work," Singer explains. "It's a uniform. I wanted to create the uniform for the weekend." This translates into slim pants, lightweight cotton shirting, casual T-shirts (cut "roomy in the shoulder and tailored in the body," Singer says), and shorts that hit right above the knee. All in all, it's the perfect proposition for a guy who wants to look good but doesn't want to work too hard for it (which is a lot of men out there).