Nice Laundry is growing its assortment.
The New York-based men’s sock brand has introduced men’s underwear.
The collection consists of boxer briefs in three different colors in Modal and features a four-panel construction for comfort. They retail at $49 for three pairs.
“This just felt like a really logical next step for improving a guy’s everyday essentials,” said cofounder Ricky Choi. “With the market’s focus on one-off luxury items, I think we as consumers have sat back and let a small selection of bigger brands take hold of our essential items like socks and underwear. Rather than let this perpetuate, we want to be your next Hanes. We’ve always said our ideal collaborator wouldn’t be a celebrity or a niche boutique, but actually The Container Store. We think the process of renewing your socks and underwear with Nice Laundry is the same as overhauling your apartment with a more organized and elevated way of living.”
Nice Laundry, which is New York-based, was founded by Choi and Phil Moldavski, who met in Washington, D.C. while working in marketing at Living Social. Colorful socks became a part of Choi’s wardrobe while attending private school and he wanted to create a more affordably priced line of socks so men could easily overhaul their sock wardrobes. Nice Laundry, which was launched with a Kickstarter campaign, offers preselected, six-pair packs and the Build Your Box platform, which lets shoppers select their own mix of formal, athletic and no-show socks. Now with the introduction of underwear, men can add these to their boxes.
According to Moldavski, Nice Laundry plans on offering more printed underwear options in the future along with additional categories.
“From the beginning, our brand name has been the directive behind our growth. The overarching concept is that we hope to someday be capable of providing you with soft goods for all areas of your life,” said Moldavski. “We want to make sure we are providing the most intelligently designed products.”