27 April 2009

Calvin Klein ups the luxury stakes in men’s underwear

Without compromising on comfort, the underwear label is introducing luxury lines for men.

If you browse the men’s underwear section of any department store or lingerie specialist, you will be hard-pressed to see a pair of boxer shorts without a logo-embossed waistband bearing a brand’s name. One of the pioneers of this now ubiquitous strategy is designer brand Calvin Klein, which launched its Calvin Klein Underwear label back in 1982.
For autumn 09, the brand, whose signature look on underwear blends comfortable fabrics with fashion-led designs, is upping its luxury credentials by launching Calvin Klein Black and White for men.
With the UK market now inundated with international lingerie retailers, and fashion multiples - including even supermarkets - increasing their lingerie offers (and sales), it makes sense for Calvin Klein Underwear to launch a collection that stands out from the mainstream. And stand out it does. The Black and White range is split into two stories: Black focuses on fit and comfort, while White combines luxury designs with soft fabrics. Both retain a premium feel.
Extra-fine microfibers allow for breathability and air circulation in the Black range, while a woven black jacquard waistband with embossed logo adds a luxury element. The same waistband technique is used on the White range, but here the focus is on high-quality cotton blends for super-soft briefs, which come as hip briefs, trunks, low-rise trunks and boxer briefs.

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