REVEALED-8-January-2023 - Magazine - Page 19
Pumping new vibrancy into the perennial
grey, black and white mix ups the ante
of the change-your-underwear quotient.
Adding to this wardrobe is underwear
that mixes classic traditional shapes with
comfort and ease, attention to detail and
technology for extra oomph.
All of which translates to brisk sales.
Adam Dinkes, head of Tani USA, says the
push to educate the men’s consumer
means that sales are up. Besides quality
and comfort, they now look for benefits
like tech fabrics, superior fit, and a sexy
feel.
“Men are moving towards sexier garments
MEY
like thongs and jockstraps,” Dinkes tells
Revealed. “We launched our jockstrap
about six months ago. Now, it’s one of
our best-selling products. This sexier
men’s underwear trend also includes new
mesh fabrics and stretch lace. Men want
T h e n e w l y - laun c h e d Falke m en ’s
comfort but they also want to be sexy.”
underwear offers technology-enhanced,
Sex is well, sexy, but the comfort definitely
soft luxury fabrics. The German-based
drives sales at retailer Paul Stuar t.
company uses high-qualit y Eg yptian
Leah Ranaudo, Paul Stuart ’s General
cot ton for “ultimate comfor t ” and
Merchandise Manager, says sof ter,
innovative “climate-regulating” cotton
technology-enhanced fabrics are bringing
and viscose for the Falke Daily Climate
briefs and boxers to the next level.
Control collection. It’s like organic cotton
Organic comfor t cot ton combined
and fit of Hanro’s Micro touch fabric
with stylish prints is key for Mey. Says
garment — it is one of our best-selling
Matthias Mey, the brand’s Managing
items,” she tells Revealed.
Director: “Our focus for spring is the
energy and optimism of the colors and
And the stretch Modal in the Derek Rose
the vitality and power of nature.”
MENAGERIE
meeting personal climate control.
“Our customers are enjoying the comfort
collection powers its popularity. “Our
client is drawn to the fit and feel of its
boxer brief,” Ranaudo says. “They like the
modern styling.”
Consider this: white T-shirts started as undergarments. Now
a fashion staple, can such treatment of men’s underwear be
far behind?
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