By  on October 25, 2012

A new breed of fashion brands is cropping up in the $672 million men’s underwear market that could mark a sea change in the business.

Much in the same way premium denim took off in the U.S. in the Nineties with names like True Religion and Seven For All Mankind, a number of up-and-coming underwear brands have their sights set on pushing out the big-name players in one specific area: the premium-price tier.

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