No. 1 maker of underwear launches innovative boxer brief that features a breathable, U-shaped pouch to safely and comfortably support men’s most precious cargo
WINSTON-SALEM, N.C.--(BUSINESS WIRE)--Hanes is making its biggest underwear launch in four years with
the introduction of premium Comfort Flex Fit men’s boxer briefs
featuring a specially designed, anti-ouch pouch.
Two years in the making, the all-new design’s innovative U-shaped pouch
and advanced soft, breathable fabrics create superior comfort and fit in
the waist, crotch and legs. Hanes Comfort Flex Fit boxer briefs
have launched nationwide in all distribution channels simultaneously –
mass retailers, national mid-tier chains, department stores and online
retailers.
Hanes expects to invest more than $10 million in the development,
design and marketing of Comfort Flex Fit boxer briefs, including a
national television advertising campaign that launches Tuesday, March
13, and runs throughout the NCAA Men's Division I Basketball Tournament
and 2018. The commercial features a kangaroo that showcases the “magic”
of the pouch and the inspiration behind Comfort Flex Fit.
“Men love boxer briefs and comfort where it counts,” said Howard
Upchurch, group president, Innerwear Americas, at HanesBrands. “Hanes is
the leader in the boxer brief market and is offering consumers a
trade-up product with premium comfort and innovative design at an
affordable price of $5-to-$9 per pair. We’ve consumer-tested Comfort
Flex Fit boxer briefs against high-end competitors that are up to 10
times the price and won. There’s no need for consumers to pay $50 for a
great-fitting, premium pair of underwear.”
Hanes Comfort Flex Fit boxer brief offers men the support of an
underwear brief with the freedom of an underwear boxer. In addition to
its crotch-loving pouch, the new line also features:
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Two advanced fabric choices – cotton blend with soft modal and spandex
or lightweight, synthetic mesh made with polyester and spandex;
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Contoured, no-gap fly;
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No ride-up legs, hemmed to lay flat and for no show under clothes;
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Ergonomic shaped gusset for expanded support; and
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Improved wide waistband.
The Comfort Flex Fit underwear launch is the brand’s largest since the
successful introduction of premium X-Temp dynamic temperature control
underwear and socks in 2013. Hanes’ innovation strategy is to use its
large scale, supply chain capabilities and brand strength to offer
enhanced products at an accessible price for large numbers of consumers.
Boxer briefs are the largest segment of the men’s underwear bottoms
category, accounting for more than 60 percent of category sales, with
briefs and boxers accounting for the remainder. Hanes, the No. 1
seller of boxer briefs, makes and sells more than 170 million
pairs of the men’s silhouette each year on average.
Comfort Flex Fit is available at Macy’s, JCPenney, Kohl’s, Target and
Walmart and online at Hanes.com, Amazon and retailer websites. Suggested
retail prices range from $14.99 for a pack of three to $36 for a pack of
four, depending on retailer.
Hanes
Hanes, America's No. 1 apparel brand, is a leading brand of
intimate apparel, underwear, sleepwear, socks and casual apparel. Hanes
apparel may be found at leading retailer stores and websites
nationwide and online direct to consumers at www.Hanes.com. Hanes is
a flagship brand of Hanesbrands Inc. (NYSE: HBI).
HanesBrands
HanesBrands is a socially responsible leading marketer of everyday basic
innerwear and activewear apparel in the Americas, Europe, Australia and
Asia-Pacific. The company markets T-shirts, bras, panties, shapewear,
underwear, socks, hosiery, and activewear under some of the world’s
strongest apparel brands, including Hanes, Champion, Maidenform,
DIM, Bali, Playtex, Bonds, JMS/Just My Size, Nur
Die/Nur Der, L’eggs, Lovable, Wonderbra, Berlei,
Alternative, Bras N Things and Gear for Sports. More
information about the company and its award-winning corporate social
responsibility initiatives may be found at www.Hanes.com/corporate.
Connect with HanesBrands via social media on Twitter (@HanesBrands)
and Facebook (www.facebook.com/hanesbrandsinc).
