DKNY is diving into the lucrative men’s underwear market.

The brand, which is owned by G-III Apparel Group, has signed a license with H. Best Ltd. to develop men’s underwear and loungewear. The collection, which will hit better department and specialty stores for the holiday, will include cotton briefs, boxer briefs, crewneck tees and V-neck tees.

The DKNY men's briefs by H. Best.

The DKNY men’s briefs by H. Best. 

“DKNY has a modern, confident and strong aesthetic, and consumers have always responded well to the brand’s approach to dressing men,” said Tom Speight, chief executive officer and president of H. Best. “Each garment has technical attributes that are perfect for today’s on-the-go guy: comfortable, tagless waistbands, and antimicrobial attributes among other experience-enhancing qualities.”

Jeff Goldfarb, executive vice president of G-III Apparel, said: “Building this category is a core element in our growth strategy for the brand, and we look forward to partnering with them as we work together to launch this new collection for DKNY.”

The $2.4 billion New York-based G-III purchased Donna Karan International, parent of the DKNY label, from LVMH Moët Hennessy Louis Vuitton for $650 million at the end of 2016. The men’s collection was reintroduced to the market last April after being absent since the fall of 2015.

H. Best owns the 2(x)ist brand and also holds the license for Nautica and a number of private label men’s underwear brands.

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