(Filed Under wholesale Men's Underwear News). Adding to the growing number of men’s underwear styles that feature some sort of a pouch, Hanes has launched “premium Comfort Flex Fit men’s boxer briefs.”

The company claims it is its “biggest underwear launch in four years,” and said it “expects to invest more than $10 million in the development, design and marketing” of the product, “including a national television advertising campaign” that began in mid-March. The first commercial features “a kangaroo that showcases the “magic” of the pouch and the inspiration behind Comfort Flex Fit.”

Hanes is not the first men’s underwear company to be inspired by the marsupial. For example, 2UNDR explains on its website that its original, patented underwear design was “inspired by the kangaroo-pouch,” (BODY, November, 2017).

“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.”

According to the company, “Comfort Flex Fit boxer briefs were developed and designed to offer men the support of a brief with the freedom of a boxer – thanks to a pioneering U-shaped pouch design and soft, breathable fabrics. Combined with an improved waistband and no-ride up legs, these new features create superior comfort and fit to support men where they most need it.”

The new underwear offers “two premium fabric choices – cotton blend with soft modal and spandex for amazing softness or lightweight, synthetic mesh made with polyester and spandex for superior breathability.”

Comfort Flex Fit boxer briefs are available in-store at Macy’s, JCPenney, Kohl’s, Target and Walmart and online at Hanes.com, Amazon and retailer websites.

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Published 04-28-2018 by -