By Gretchen Webster

WESTPORT — Visitors to the new downtown men’s clothing store, Rhone Westport, may find the store’s grand opening Saturday, Aug. 26, is a bit different than expected. 

The event will feature a “plunge pool,” where customers can take an invigorating dunk into almost-freezing water — likely wearing men’s swim suits to be given away. Inaugural opening of the store, at 7 Main St., is scheduled at 10 a.m. Saturday.

The pool embodies a major focus of the business — men’s physical and mental health, according to Nate Checketts, co-founder and CEO of the company.

“We call ourselves a performance lifestyle brand,” he said. “We focus on taking care of your whole self … teaching people about mental health and fitness.”

Rhone’s offerings include “commuter clothing,” which features blazers, slacks and an Italian-designed shirt made of material that is “anti-odor, anti-bacterial and with 360-degree stretch,” Checketts said, comfortable for the man on the go. 

Rhone’s clothing line also focuses on high-end active wear, he said.

Checketts, a native of New Canaan who now lives in  Darien, said the Westport shop is Rhone’s 14th store and the first in Connecticut, although the headquarters of the company is in Stamford. 

The Westport store, located in a portion of the former Ann Taylor Loft space, will be the flagship store in Connecticut, he said. “We’re really excited, I grew up going with my mom to Main Street. Westport is a great town. It’s got a real art focus — real creativity.”

A creative aspect to Rhone’s business model is a “Mind and Muscle” program, offered periodically, that features a 25- to 30-minute workout followed by a mental health discussion.

“It’s a powerful catalyst to understand the force of the mind and the muscle,” Checketts said. “It’s a good way for men to connect with others and find out they’re not alone. We focus on taking care of your whole self.”

The company’s corporate employees live in Westport, Fairfield, Manhattan and other local areas, he said. The Westport store’s manager, Kirstin Reilly, has worked in the retail clothing business locally for more than a decade, including at Lululemon in Westport.

Rhone Westport, 7 Main St., is open every day from 10 a.m. to 6 p.m. Call 203-557-0355.