Montreal-based underwear company Ginch Gonch is targeting women with its signature colorful, animated and playful styles.
The five-year-old firm began as a maker of men’s cotton briefs and boxers featuring vivid and graphic prints not unlike the kind found on children’s underwear. In May, Ginch Gonch will roll out its largest offering yet of women’s styles in its Boys & Toys line, some 64 styles of thongs, briefs, long johns and tiny underpants.
“We realized that not only were women huge purchasers of the men’s product, but they loved it so much that they were wearing their boyfriends’ boxer shorts,” said Rebecca Wilkinson, media coordinator at Ginch Gonch.
The company began testing the women’s market last year with a small offering, sold online, of styles featuring patterns such as dump trucks, miniature hot dogs and tiny roosters. The response was positive enough to justify a full-scale rollout.
“Because of the boyish themes, we thought it would be so unlike anything out there,” Wilkinson said. “The playfulness adds a fun and different appeal to it.”
The men’s line is available in stores such as Bloomingdale’s and Macy’s in the U.S. and Selfridges in the U.K. Wilkinson said she anticipated the same majors would carry the women’s collection. The line wholesales for $11 to $14.
“Intuitively, everyone would say that it’s a scary time to launch a new product,” she said. “But because it’s so different, we have managed to capture a certain niche, which is still growing.”
Ginch Gonch will be adding to its women’s offerings this summer with a line of tops and T-shirts. Wilkinson also said a women’s swimwear collection would bow in the near future.
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.
In honor of Rihanna’s 30th birthday, we took a look back at an interview with the Barbados-native when she was just 18 years old. Here, she talked about her second album, “A Girl Like Me” in 2006. “I want to be me. I want people to fall in love with who Rihanna is, and that’s why I want the album to be about me so people can really find out who this girl Rihanna is, because they only know the ‘Pon de Replay’ girl.” Fast forward 12 years, and she’s released six more albums and has become a powerhouse in both the fashion and music industries. Happy birthday, @badgalriri 🎈(📷: Pavel Antonov) #wwdarchive