(Filed Under wholesale Men's Underwear News). Hanes is addressing the male consumer’s desire for non-pinching underwear. Hanesbrand’s flagship label has developed the Comfort Flex waistband, which it is rolling out in all branded briefs, boxers and boxer briefs. The company claims that the new waistband does not bind or pinch, which consumer research has indicated are prime concerns for men in regards to their underwear.

According to Sidney Falken, senior vice president of Hanes, the brand continuously strives to provide consumers with comfortable styles. “Hanes strives to provide superior comfort across all product categories,” he said in a statement. “Our continuous stream of new innovations creates clothes that help people feel great, which is why we are excited to introduce the HanesComfort Flex waistband.”

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Published 07-07-2010 by Amanda Torres Price