Time for an underwear upgrade -- London-based ZLDN Underwear has taken apart and re-invented the men's brief to create some of the most comfortable underwear in the world.
ZLDN Underwear has redesigned the cut of the boxer, adding in three extra panels to put an end to awkward riding up. The brand has been developing the briefs for the past year, and also sourced Austrian technology fabric called Lenzing MicroModal, which is three times softer than cotton. MicroModal is made from sustainably sourced beech trees, so consumers can take further comfort in knowing their undies are doing their bit for the environment.
Staying true to the brand's passion for prints, the briefs come in six colors: four new bold prints, plus black and white options. Women's briefs are also available in the same fabric and prints as part of the campaign.
Independent underwear brands around the world are giving the traditional high-street underwear retailers a run for their money and ZLDN is set to be another game-changer in this sector.
Anti-Ride Up Boxers
MicroModal Underwear Features Anti-Ride Up Technology
Trend Themes
1. Comfortable Underwear - Opportunity for brands to innovate and create more comfortable underwear designs.
2. Sustainable Fabric - Opportunity for fabric manufacturers to develop sustainable materials for the underwear industry.
3. Independent Underwear Brands - Opportunity for independent brands to disrupt the traditional high-street underwear retail sector.
Industry Implications
1. Fashion - Opportunity for fashion brands to incorporate the anti-ride up technology in their underwear lines.
2. Textile - Opportunity for textile manufacturers to explore the use of sustainable fabrics like Lenzing MicroModal.
3. Retail - Opportunity for retailers to partner with independent underwear brands and offer a wider range of comfortable and sustainably made options.