OuiHours is expanding its offerings to include men’s underwear.
“I hadn’t thought about men’s underwear that much, but I started looking at what was out there and came across these expensive, well-made brands,” said Marc Balet, OuiHours creative director who held the same position at Interview Magazine during the Andy Warhol years. “When I saw these brands and spoke to the people who created them, I thought these are the right fit for OuiHours.”
To mark the launch, Balet asked his friend, renowned photographer Bruce Weber, to shoot Chicago-based boxer Samuel Horowitz in pieces from the new assortment. Balet’s other friend, actress and boxing fan Rosie Perez, interviewed Horowitz.
“It’s an extravagance to have some of these brands and I thought putting it on a boxer was a great way to go,” Balet told WWD.
Balet cofounded OuiHours with Alex Dulac, the retailer’s president, about a year ago. The site, which is merchandised by former Ralph Lauren and Barneys New York executive Bonnie Pressman, focuses on rich editorials — shot by photographers including David LaChapelle and Patrick Demarchelier — that feature the product. OuiHours holds no inventory and splits the proceeds with the vendor. The retailer recently launched a lingerie registry.
Dulac previously told WWD that a OuiHours line is set for later this year and a brick-and-mortar experience is planned for early next year.