- Menswear retailer Bonobos is launching an underwear line.
- It comes with numerical sizing, similar to pants sizing.
- The company promises a better fit, which executives say speaks to its core mission.
- The underwear is $US34 for one pair or $US50 for two, and sales launch today.
Walmart-owned Bonobos is hoping to take over a greater share of its customers’ closets by offering a pair of underwear unlike any other on the market.
The new garment, which launches today, is made with a soft cotton-synthetic blend with moisture-wicking properties. It comes in both trunk and boxer-brief styles. The back panels also give the garment “butt-lifting properties,” according to the brand, and there are mesh panels for breathability.
It also comes with a horizontal fly, which “a lot of guys didn’t even know that they preferred until they tried it,” Bonobos’ chief creative officer, Dwight Fenton, told Business Insider.
But by far the most unique aspect of the underwear is that it comes with numerical sizing, just like pants. That means that instead of small, medium, and large sizes, it comes in sizes 28 through 40. If you’re a 32 in Bonobos pants, you’re a 32 in Bonobos underwear, too.
Bonobos previously offered numerical sizing in its athletic shorts — another category that does not traditionally offer such specificity.
“Fit is our wheelhouse,” Mickey Onvural, Bonobos’ chief marketing officer, said. “At the end of the day, if you’re wearing a better-fitting pair of underwear, you’re going to be more comfortable.”
The brand, which got its start offering guys better-fitting pants, sees the new underwear as emblematic of its mission and a chance to expand the share of closet that Bonobos can offer its most loyal customers.
“As we expand into each category, we’re always thinking of: ‘What is the fit problem we’re trying to solve?'” Brad Andrews, Bonobos’ chief merchandising officer, said. “Where do we see an opportunity to do something different?”
That doesn’t mean Bonobos will sell a version of every single kind of garment, however. “I don’t think we’re going to do kilts,” Onvural joked.
Bonobos is only offering one pair of underwear, though customers can buy it in two lengths: 3-inch inseam and 5-inch inseam. The underwear will sell for $US34 a pair, or $US50 for two pairs.
Guys are notoriously loyal to their favourite undies brand, but Bonobos hopes that the trust it has with consumers will convince them to give the new product a shot.
“There is a lot of loyalty [with guys’ underwear brands], but it’s usually out of convenience, routine, or price,” Andrews said.
Since a pair of underwear is more intimate than anything the brand has released previously, and it’s trying to “have some fun with it,” according to Onvural, Bonobos is holding a two-mile “undie run” in New York City and Chicago on October 21, to benefit cancer awareness.
It was announced in June that Walmart would be acquiring Bonobos.
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