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Calvin Klein and its underwear licensee, Warnaco Group Inc., are updating their Steel range of men’s underwear, in tandem with the launch of a pan-European male model search.
This story first appeared in the August 10, 2009 issue of WWD. Subscribe Today.
The latest Steel line consists of nine new colorways, each representing the flag of one of the countries participating in the model competition: England, France, Germany, Greece, Italy, Netherlands, Russia, Spain and Sweden. The Italian version, for example, is a green brief with a red and white waistband, and features a tiny tab of an Italian flag, sewn into a seam.
Through the competition, “9 Countries, 9 Men, 1 Winner,” the brand is seeking one man from each of the nine countries who embodies the attributes of a Calvin Klein Underwear model, perhaps while incorporating the specific aesthetics of each country.
All contest submissions will be judged by a panel including current Calvin Klein underwear model, actor Jamie Dornan, as well as executives from Select Model Management and Calvin Klein and key members of the media. The winner will receive a one-year contract with Select Model Management (Dornan’s agency) and a luxury trip for two to South Africa.
“The unique format of this contest presents a great opportunity for our consumers to interact with the Calvin Klein Underwear brand — whether through entering the model search or by making their voice heard regarding who should be the ultimate winner,” said Bob Mazzoli, chief creative officer, Calvin Klein Underwear. He noted the new underwear styles allow consumers to show their patriotism.
To enter the competition, men can apply through an in-store casting at participating stores across Europe. Entrants can also submit photographs of themselves wearing Calvin Klein Underwear to the competition Web site (9countries9men.com) starting Aug. 14, the same day the product will hit stores.