Michael Kors is launching a full-scale men’s underwear program this fall as the company continues to expand its men’s business. The initiative includes underwear, loungewear and sleepwear that will make its debut in about 100 doors of Nordstrom and Bloomingdale’s at the end of this month, with Neiman Marcus to be added for holiday.
“Men’s fashion is really all about the details, having classic but strong basics to build from,” said designer Michael Kors. “I’m pleased to be expanding further into the category.”
The line was developed and distributed by PVH Corp.’s underwear group, whose owned and licensed brands in the category include Tommy Hilfiger, Izod, Chaps, Geoffrey Beene, Van Heusen and Jerry Garcia.
“The launch of the new underwear collection is a natural progression into the men’s business,” said John Idol, chief executive officer of Michael Kors, which is majority owned by Sportswear Holdings Ltd. “Our existing men’s sportswear business along with tailored clothing and furnishings has grown rapidly. We have perfected the product and I think the Michael Kors customer will see that we’ve paid special attention to design and quality.”
Boxer briefs are packaged two to a box and briefs come in three-packs, ranging in price from $29 to $34. Fashion styles in microfiber and Modal are displayed on hangers and retail for $28 each.
The line also includes T-shirts, shorts, lounge pants and pajama bottoms. The color palette is largely black, white, gray and powder blue with new colors to be injected seasonally.
An advertising campaign supporting the launch breaks in October men’s books, including GQ, Men’s Health and Out. An outdoor campaign launches in coming weeks, including billboards in Times Square and on Sunset Boulevard, as well as bus shelters.
Packaging for the underwear features both male and female models, as well, in a departure from competing brands. The top-selling underwear bottoms brands in department stores are Calvin Klein, Jockey, Tommy Hilfiger and Polo Ralph Lauren, according to The NPD Group. The category rang up sales of $197.3 million in department stores for the 12 months ended in July.
“This is a sexy, contemporary line in partnership with one of the most dynamic designers in the marketplace today,” said Mitchell Lechner, president of PVH’s dress shirt and underwear group. “Underwear is a fast-growing category for us and we are modeling it after our success in other furnishings areas, bringing in great brands with multiple channels of distribution.”
PVH already markets dress shirts and neckwear under license for both the Michael Kors collection label and Michael Michael Kors better line. The latter bears a beige label, with shirts retailing for $59.50, while the collection business is divided into a lower-priced silver label, with shirts retailing for $60 to $80, and a higher-priced brown label, with shirts retailing for $90 to $160.
“It affords us the opportunity to be successful in different channels and have different product for Macy’s, Bloomingdale’s, Nordstrom and Saks Fifth Avenue — which speaks to the strength of the Michael Kors brand,” explained Lechner.
Michael Kors has no plans to launch a women’s underwear program at this time, according to the company.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)