?What’s Coming This Autumn in the Men’s Underwear World?
2(X)IST: For 2(x)ist key trends for next season are Campus with the striped school tie effect trim, diffused logos and heathered space dye effects, while ‘Tux’ adopts satin trim, mimicking dinner suit trousers. Fabrics are technical with wicking effects, using bamboo and soft modal in the ‘Optic’ range. Core colours remain black, white and heather grey, with seasonal tones of navy, cranberry, emerald, chili pepper and sangria.
One totally new innovation is 2(x)ist’s Form control pant for guys, using 80% cotton and 20% Spandex banding and an extended waistband, available in black or white from July 2009.
BJORN BORG: Bjorn Borg men’s underwear is selling very well and refreshing collections every month to six weeks. Their autumn 2009 collection is inspired by two themes – tennis heritage and hand painted prints in vivid colours together with computer graphics, both with signature logo waistbands. Bjorn Borg loungewear adds tight and loose-fitting designs, while socks match underwear with emphasis on stripes and more plain options. Men’s underwear styles include trunks, piquet briefs and knee-length shorts.
BRUNO BANANI: Broadening its portfolio, Bruno Banani will launch an additional young men’s underwear collection this autumn, targeting the 15-29 age group. Colours include violet, orange, red and neon kiwi. The main collection brings 17 lines for the season, featuring two new fabrics – Sorona made from sustainable, environmentally friendly cornflower and another made from milk! Yes milk protein fibres – bacteriostatic, breathable and aiding skin’s moisture.
CALVIN KLEIN: Calvin Klein’s autumn line-up focuses on ranges called Black and White in complementary product groups. Black, in ultra lightweight microfibre using a patented fabric construction, features four-way stretch and breathability. And no pilling. The five-piece range features a woven black jacquard waistband, a sophisticated logo and embossed detail. White comes in superfine cotton with spandex for an easy stretch.
DIESEL: Diesel Intimates caused quite a stir (actually jaw dropping surprise for some!) at the Paris trade show early in the year with mud wrestlers on their stand. As always blending humour and provocation, the combatants promoted new Fall collections – including new colours for men (brights, graduated rainbow shades and masculine classics black, grey and white), graphics, trompe l’oeil and denim effects. Underwear extends into night and loungewear with pyjamas in woven fabrics, separates and one-pieces.
FRED&GINGER: Founder of luxury brand Fred&Ginger Victoria Holt explains that their autumn designs focus on the glamour and sophistication of the Fifties, using French silks, fine English cottons and Swiss jerseys. Colours compliment her lingerie collection, including slate and lilac greys, aubergine, black and Indian pink in designs inspired by the landscape and waters of the Mekong Delta.
FRUIT OF THE LOOM: Fruit of the Loom design their collections specifically for European men using purely cotton-rich fabrics, design details and contemporary styles. All garments are Oeko-Tex Standard 100 approved and packaging is recyclable. For 2009 there are three collections – Style in white, black or navy, with contrast colour waistbands, Comfort offering a modern twist on traditional styling and fashion colours sienna and soft slate, while Classic comes in pure cotton woven and knitted garments in five colour options. Many styles are label-fee for maximum comfort.
GINCH GONCH: Ginch Gonch’s inspiration for the new season is Boys & Toys and early 2009 hits like their Fire Trucks print will continue throughout the year. Their PR, known as the ‘Director of Schmoozing and Carousing’, says: “”Our strategy has always been extremely unconventional with regards to both our product as well as our marketing and promotional initiatives. To alleviate the post-holiday boredom, we often introduce new and exciting surprise collections accompanied by fun imagery and even promotional songs and videos. We believe that our customers should never be taken for granted and deserve to be entertained. That is the core of the Ginch Gonch philosophy. As we always say, ‘Live like a kid!’.””
HANRO: Hanro, celebrating its 125th anniversary this year, targets men who are conscientious about feeling good in what they wear and about classic style. Their autumn theme Soiree de Luxe introduces silk modal and new fine wovens from Austria, as well as fashion shades graphite, misty grey and faded lilac.
HOM: HOM will offer lots of exciting new designs to stimulate customers as well as engage younger consumers with, for example, the new e.Go range. There will be new packaging for many series to freshen appeal and promotions such as “”Safe Love”” (HOM will make a donation to AIDS charity Sidaction for every brief sold). Along with edgy e.Go in bright colours and urban prints, best seller HO1 with the patented horizontal opening debuts in four patterns including shirt stripes and a flower motif. Other arrivals include Business undies, contrasting inner waistbands and bright shades for HOM Sport designs.
JOHN SMEDLEY: Totally new but from an historic name in fashion – as part of the John Smedley 225th anniversary celebrations, the brand has launched a range of fine undergarments for men and women. In 30 gauge fully fashioned John Smedley Sea Island Cotton, the menswear selection, in store from July, comprises five tops, a trunk and long john.
JULIPET: The Julipet collection for autumn interprets two styles: elegant and refined inspired by the fine tailoring of Sartoria Italiana and Old Fashioned Style, expressing a classic, distinctly masculine feel, while keeping an eye on new trends. Nordic Sea and Sport Couture reflect the fashion sportswear look using homewear which can easily be worn as outerwear. Their underwear range coordinates with nightwear themes, focusing attention on the innovative use of new materials, from stretch waistbands to stitching. The image is clean, linear and sophisticated, offered in timeless white, navy and black alongside more striking combinations navy/indigo, brown/sand, light grey/charcoal and contrast colour details.
MEY: Totally new for autumn from Mey are a Meryl-elastane range in three colours and an extension to the Club series, Range 682 Club – only in black with silver and semi-transparent stripes. New colours take in snow, tobacco, midnight and Nordic blue, plus iron, as well as hugely fashionable purple.
OLAF BENZ & MANSTORE: From Germany, Premium Bodywear’s Olaf Benz and Manstore Guywear brands grow stronger in the UK. Olaf Benz extends its offer for autumn with around 100 shapes, colours and design variations including silk pants, microfibre hotpants and mini pants.
From risqué Manstore Guywear come trendy designs, eccentric fabrics and overt sex appeal, net and lacquered fabrics and rubber-like textures. Mastercut provides very low cut briefs and pants. The Adviser range even adds a rivet collar and wristband that can be chained with a carabiner to the hotpants!
SLOGGI MEN: While Sloggi Basics continue as the brand’s best seller, new for autumn is a contemporary range, sloggi men Black in a premium cotton-elastane mix, with a wide logo waistband and three styles, midi, hipster and shorts. The first Sloggi men series and best seller Basic adds a skin shade with a logo waistband in the mini and short.
WAXX: Originally targeted to the extreme sports market, WAXX from France has established itself as a cult collectable brand. New prints include Kiss, Bones, Flower Power, Wallpaper, Metro and Pole whilst the ever popular Las Vegas, Goldmember, Balls and more will carry forward to the new season. WAXX is packaged in a re-usable metal tin with a free key ring and sticker.
The brand also raises its profile by sponsoring some of the top DJs (eg David Guetta) and extreme sports stars.
XTG: XTG is a four-year-old brand from Spain offering vivid colours, religious and comic imagery for autumn in boxers, briefs and Ts. The autumn season sees XTG’s first use of modal fabric and a top-end stretch silk. Picture prints use drawings of roses, skulls, playing cards and dice, while low-key designs add horizontal stripes and tartan.