06 October 2011

a FRESH approach to PANTS!

Everyday guys, looking great. Every day.

‘Pants’, Manchester’s premier men’s designer underwear store, launches it’s new website with a very ‘fresh’ approach to men’s underwear retailing online.

Based in Manchester's vibrant Northern Quarter, known for its creative qualities, ‘Pants’ was born out of a love of men’s designer underwear brands and a desire to bring original designer labels to one place for customers on the high street.

‘Pants’ has set out to really break the mould with their new website, pantsHQ.com. Going against the grain of the underwear industry, ‘Pants’ is on a mission to prove that everyone can look great in the right underwear. ‘Pants’ believe you don’t need to be a model, have a six-pack, or spend your life in the gym to look and feel amazing!
PantsHQ.com shows everyday guys at their best, looking great in designer underwear! The website aims to put personality back into the online shopping experience, which is so lacking on many other retail websites.

Ashley Grumble, Pants’ Business Development Director explains;
“The men’s underwear industry is awash with images of the perfect male form. It’s a lot to live up to. We don’t all have media-perfect bodies, most people don’t. We wanted to be different by using everyday guys to inject some real-life personality into our website and really show that you don’t need to be a model to look great in men’s designer underwear.”

“It’s all about being yourself, having fun, living life, loving everything about yourself and showing off your best bits. Our Pants' brand is about being fun and cheeky but professional. It’s about being positive and feeling good.”

During summer 2011, PantsHQ.com recruited a team of everyday guys from the streets of Manchester. Applicants were selected at a recruitment event and put through a series of professional photo-shoots to prove that real people look great in underwear too. The models’ own words and phrases are used throughout the site to bring their personality into the Pant’s online shopping experience.

Ashley says; “We launched the site just a few weeks ago and have already received some amazing feedback, such as guys saying how they find body-perfect images intimidating or off-putting. The ‘I couldn’t possibly look like that, so I won’t buy those’ effect is missed by so many retailers. Buying underwear shouldn’t be an intimidating experience. Our team of everyday guys all jumped at the chance and they certainly all ‘rose’ to the challenge in their underwear! We’ve even had everyday guys get in touch through the website asking if they can model for us!”

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