Eddie R. Betesh, chief executive officer and president of Brief Underneath, believes that his company has designed and created the newest underwear silhouette to hit the men’s basic underwear market.

He described the Brief Underneath as a unique 2-in-1 product that combines a supportive and comfortable brief with a stylish, casual, and functional boxer or lounge pant. To achieve the patented design, he said, the company conducted unprecedented research and development aimed at addressing the consumer’s wants and needs.

“This is a true revolution in the men’s underwear market, which has been stagnant for the past 25 years. We have realized the customer is changing and the options need to support his needs.” Betesh remarked. “Clearly in a stale market this innovative product will make its place on the forefront of the underwear industry.”

The company’s idea is to give the fashion-conscious consumer, who for so many years wore tighty whiteys, an alternative option. This new silhouette will be positioned in both upscale and mid tier markets available in fall 2010. The collections consist of boxers, lounge pants and thermals totaling at 48 styles. Wholesale prices range from $6.50 to $10, and retail prices run from $18 to $32.

And the company does not plan to stop at these combinations. In coming seasons, Betesh expects to add some racier styles to his two-in-one product mix, which will include bikinis and thongs.

Brief Underneath is based in New York City. For further information, contact Betesh by calling (212) 268-6005, or e-mailing EBetesh@BriefUnderneath.com.

Published 02-05-2010 by Amanda Torres Price

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