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current news

Go Softwear Goes European


Biancheria Italiana styles.
Biancheria Italiana styles.

(Filed Under wholesale Men's Underwear News). In a departure from the bright colors and prints seen in much of its underwear, Go Softwear premiered an “upscale” men's lingerie line made from Italian fabric, titled Biancheria Italiana, at the recent MAGIC show. It will hit stores in November for the holiday season. Retailers who have picked up the line include Injeanious in San Francisco, Texas-based Skivvies and Freshpair.com.

Running in sizes S through XL, Biancheria Italiana, (which means “Italian lingerie”), wholesales in the range of $9.50 to $26; slightly higher than the brand's usual range due to the fact that the fabrics are imported. However, Alex Hernandez, vice president of the company, pointed out that the prices are quite low given the line's quality. “We work to keep the prices relatively inexpensive, and styles run only about $1 or $2 more than their equivalents in other collections.

“Italian fabrics tend to be finer than most, almost like onion skin. The material is very cool and comfortable on the individuals skin,” he said. “Lately, the market is saturated with bright colors and prints. We are in that market as well, but [with this line] we decided to switch a more upscale style reminiscent of European men's lingerie.”

He described the line's shades as also reminiscent of European styles, with subdued hues of grey and light blue. Silhouettes include a bikini; thong; high-cut brief; “boxer-type” brief; retro short; sleeveless tank-top; and undershirt available in four different fabrics including metallic, Italian stripe and Diamante. Each fabric include four or five silhouette choices.

Hernandez reported that while the 11-year-old brand was once exclusively popular among gay clientele, it has expanded its base in recent years to include straight males as well as a growing contingent of women shopping for their boyfriends and husbands. The company is targeting fashion- forward males between the ages of 25-45 with Biancheria Italiana.

Based in Los Angeles, Calif., Go Softwear is a men's intimates and shapewear brand. For further information, call (213) 623-4424, or e-mail Alex@GoSoftwear.com.


more wholesale Men's Underwear News >>

Published 09-18-2009 by Amanda Torres Price

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