Underwear brand 2(x)ist is trying out collaborations.
The company has teamed with Mr Turk, a men’s contemporary line, on a holiday collection that will be sold exclusively on 2(x)ist’s e-commerce site and within Mr Turk’s eight boutiques in the U.S.
“I think that collaborations are becoming even more relevant in the marketplace and it’s a great way to connect brands that have synergies and an overlapping consumer base,” said Tom Speight, the president and chief executive officer at 2(x)ist. Mr Turk is known for the use of unique prints and textures and we are known for our well-fitting underwear and loungewear. We speak to that Millennial consumer who likes fashion and is not afraid to be bold.”
The collection, which includes 12 stockkeeping units, is made up of popular 2(x)ist silhouettes in Mr Turk prints. It includes loungewear, underwear, onesies and special pieces like a smoking jacket-inspired robe. There will also be gift sets, that are new for 2(x)ist. Most of the collection is under $100, but certain items like the sleeping jacket will retail for $400.
According to Speight, the goal is to broaden distribution for spring 2019.
“We want to control what it looks like first and foremost and tell the story in an incredibly effective way,” said Speight.
Speight added that what continues to drive 2(x)ist’s business is its focus on prints and color. But its inclusive marketing efforts, which will be more apparent this year, are also helping push the brand forward. The company will launch a campaign that features a diverse cast of subjects this year. For the past couple years, 2(x)ist has been in expansion mode. It introduced women’s in 2015 and has been on track to become a lifestyle brand.