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BoyRio To Debut Underwear At Curve

BoyRio Underwear.
BoyRio Underwear.

(Filed Under wholesale Men's Underwear News). BoyRio—best known for its Brazilian-inspired men’s swimwear—will debut its first men’s underwear collection at the upcoming CurveNV. The four total styles run in sizes S through L and retail for approximately $16 to $26. The collection is set to hit stores in late fall/early winter 2009. In addition to preexisting retail clients, who include Skivvies in Dallas and Austin, Tex. and Therapy in Miami, Fl., David Laing, president of the company, stated: “We are confident we will attract more retailers at the upcoming Curve Expo.”

Laing reported that the underwear designs—which include a Jock Strap brief, a square cut, a classic full brief and a “sexy extreme” low-cut brief—are based on the brand’s best-selling swimwear silhouettes. “We feel that it is a natural evolution of our brand using the classic Brazilian silhouettes of our swimwear as inspiration and creating a line of underwear that our customers can wear all year long,” he said. “Also, our unique Brazilian cuts really focus on an excellent and flattering fit for the male body.”

He added that the company has steered clear of oversized pouches, enhancement “rings” and padding, and “overly exuberant” colors and prints in designing the underwear line.

Dave Richardson, co-owner of Skivvies, expects that his store will pick up the underwear line. “We have carried [BoyRio’s] swimsuits quite successfully for a while now, so I believe we will pick up the underwear as our customers will expect us to carry it,” he said. “We sell quite a bit of their merchandise. The styling is sporty and a bit fashion-forward, which appeals [particularly] to the younger guys from their early 20s to mid-30s.”

BoyRio will also show its newest swimwear collection at Curve, which retail for $40 to $65 and come in sizes S through L. Laing named shades of red, white, black, as well as color-blocking patterns, as seen in the collection, which will hit stores in late fall/early winter.

For further information, call BoyRio’s Phoenix, Ariz. offices: (602) 493-0416, or e-mail Laing at

more wholesale Men's Underwear News >>

Published 08-14-2009 by Amanda Torres Price

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