MAGIC Men’s is undergoing a branding overhaul. This August the trade show will bow as The Collective, a single destination for men’s heritage collections, young men’s apparel, lifestyle brands and licensing categories overseen by president of men’s for UBM Advanstar Tommy Fazio.

The show aims to give buyers total access to the rapidly expanding men’s and young men’s market. Brands including U.S. Polo Assn., Realtree and London Fog have already signed on to exhibit at the space in the Mandalay Bay Convention Center conveniently located near Project, slated for Aug. 17-19.

“By reframing our traditional and young men’s business as The Collective, we intend to round out our classic men’s market and make Magic the go-to for what’s happening in the menswear industry,” Fazio said.

The Collective will also host the 2015 Booth Awards, comprised of a panel from the retail, consulting and trend forecasting spheres, nominating the best booths in the categories of Traditional Men’s, Young Men’s, and Licensing.