Hot News - Associated Press Reports that H&M is launching a new David Beckham undergarment collection and debuting ads for the new line during the Super Bowl.
The 18-month development collaboration with Beckham will include boxers, briefs and Ts (undershirts), as well as vests, pajamas and long johns.
The “David Beckham Bodywear” collection from H&M went on sale at roughly 1,800 H&M stores worldwide on Feb. 2. Prices are $12.95 for a set of briefs and $14.95 for trunks.
The article talks about how our foundational-wear, mostly referencing underwear, has evolved over the recent years, becoming more fashionable and form fitting.
TJ founder Patterson is quoted in the article as saying:
Tailored clothing is booming, and it makes sense to have clothes that fit your body. It’s taken a little while for underwear to catch up, but it’s on its way.
Chief industry analyst with market research firm The NPD Group, Marshal Cohen says the following about undershirts:
Next up will be changes in the undershirt, with 9.4 percent growth last year, and then slimming shapewear.
A decade ago, all the innovation was coming out of the shape of the bottom — you had the hybrid boxer-brief and younger guys wearing boxers. Now the growth is in undershirts. Guys are wearing them as everyday wear, not just for occasions. Men have recognized they can’t do shabby chic and look like they just rolled out of bed, he says. They are looking for a job, or how to do their job better or how to move ahead, and dressing is part of that.
While I certainly won’t disagree with Cohen, I think his predictions are a little late. Undershirt innovations have been happening for decades, and even moreso over the last 4-5 years. I should know, I’ve been covering them all here.
Slim/tailored clothing is not new stuff folks – it’s “new again”. Bring yourself back to the 60′s and 70′s, and remind yourself of the tailored/tight fitting clothing that was available during those eras. Also remember that men’s shapewear was around back then too.
What’s really happening right now is that these “innovations” are becoming more visible (and acceptable) as a result of brand powerhouses like Spanx having raised the level of awareness with consumers in recent years. It’s not too dissimilar how the early 1990′s CK underwear ads with Mark Walberg brought more public attention to men’s underwear.