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Calvin Klein Underwear is marking its 30th anniversary in the world of sexy, cutting-edge underwear.
This story first appeared in the September 27, 2012 issue of WWD. Subscribe Today.
Created in 1982 as a designer brand of men’s underwear, and later expanded into the women’s intimate-apparel arena, the $1 billion brand is best known for its provocative ad campaigns featuring a slew of actors and top models such as Mark Wahlberg, Zoe Saldana, Kate Moss, Hilary Swank and Djimon Hounsou. The latest men’s campaign created for the spring 2012 launch of Calvin Klein Underwear Bold features new model Matthew Terry alongside models Myles Crosby, Arran Sly and Chris Garavaglia. Embodying the vibrant product, the visuals have a vivid, powerful and athletic spirit, reminiscent of the brand’s first campaign, featuring U.S. Olympic pole-vaulter Tom Hintnaus.
In commemoration of the 30-year milestone, a special men’s line called Calvin Klein Modern Classic has been created, said Bob Mazzoli, chief creative officer of Calvin Klein Underwear.
The new group of cotton stretch microfiber is being launched at retail this fall and combines the classic look of the brand’s signature gray logo waistband with an updated, contemporary fit. Styles in solid shades of shark gray, red, black and dark blue with red stripes include a low-rise brief, a trunk and a boxer brief. Suggested retail is $24 for the low-rise style and $28 for the trunk and boxer brief.
“The collection is inspired by the foundation of the brand and updated with modern fabrics like cotton stretch microfiber. Who thought 30 years ago that men would be wearing so much microfiber?” asked Mazzoli.
The back of the packaging for Calvin Klein Modern Classic describes the line as “Modern. Minimal. Sexy…In 1982, Calvin Klein Underwear was created and forever changed the way the world views what to wear under clothes. Today, these iconic designs are as provocative and revolutionary as ever.”
Mazzoli added that the “unique” combination of classic and modern styling speaks to both the brand’s heritage as well as its future.
“For me, Calvin Klein Underwear’s 30th anniversary is a time to celebrate the brand’s history of product innovation and new concepts, from the continuation of CK One and Calvin Klein Naked Glamour to the launch of Calvin Klein Underwear Bold, as well as the new Modern Classic and Push Positive lines coming this fall,” he said.
Calvin Klein Underwear is a division of Warnaco Group Inc.