Orlebar Brown underwear collection

Orlebar Brown launches on Monday its first underwear offering, which the brand founder Adam Brown says was five to six years in the making.

The new offering is composed of European sourced and manufactured underwear in four lengths — a slip, brief, trunk and mid trunk — in white, gray, navy and black for $45 each as singles and $145 for a three-pack. Brown said the introduction mirrors how the brand launched swim trunks in 2007, with one block and four lengths in five colors.

“We’re answering the call from the customer,” said Brown. “It’s a very engaged customer. As we start to evolve the brand from being a beach brand and look at different lifestyles — and holiday — underwear is the first thing to be packed into the suitcase.”

Brown describes the styles as “very honest, good quality underwear” and wouldn’t go as far as to call them “luxury” despite the brand’s elevated price point. The offering will be available at Orlebar Brown’s 26 stand-alone locations and web site.

Orlebar Brown, which was acquired by Chanel in 2018, will open two stores in Paris this year, another location in London — the brand operates six stand-alone stores in the city, and a concession at Harrods — and is interested in Los Angeles and San Francisco. “Retail is massively important for us, and we feel has a clear role for Orlebar Brown going forward,” Brown said. The U.K. is the brand’s biggest market, followed by the U.S.

The brand is also launching the next phase of its 007 partnership, the Heritage Collection on March 18. The latest collection is inspired by the most recognizable James Bond resort outfits, including a linen summer suit worn by George Lazenby in On Her Majesty’s Secret Service, and a short-sleeve gingham shirt in Thunderball and photographic print shorts referencing Dr. No, both films starring Sean Connery.

Orlebar Brown in 2019 reported revenue that revenue in excess of 25 million pounds.