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This high-tech fashion e-tailer creates the type of clothing you didn’t realize you needed but still do. After opening stores in Boston and San Francisco, the brand (cofounded by three MIT students) makes Soho its third home on July 17. Game-changing styles like NASA heat-regulating Appolo dress shirts ($98) and custom-blend high-performance nylon and Elastene Aviator shorts ($98) that wick away sweat and water are life-changing for any guy who wants to look good regardless of the weather. Menswear nerds will feel right at home, nabbing pieces such as sweat-proof crew-neck tees ($38) and No Show pressure-mapping socks ($18) that cushion and ventilate. (Bye, bye, stinky feet.)