# Boxing-Inspired Undergarments Hamilton and Hare Recently Received a Rebrand of Its Packaging By Rebecca Byers | Published 2015-07-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hamilton-and-hare References: [lovelypackage](http://lovelypackage.com/hamilton-and-hare/) Inspired by the original boxing short, Hamilton and Hare is an style-focused men's underwear brand that recently tapped Design Bridge to [overhaul the line's packaging](https://www.trendhunter.com/trends/wilkinson-sword). Originally launched in 2012, the luxury brand first offered briefs, undershirts and loungewear but grew to include boxers. The fit-focused products are newly encased in stylish boxes that look put together enough to not need wrapping paper. The London-based brand synonymous with ultra-luxurious undergarments uses the finest stretch jersey material and boasts a boxing glove-wielding hare as its mascot. A high-end answer to [multi-pack boxer briefs](https://www.trendhunter.com/trends/tommy-johns-tournament-collection), Hamilton and Hare is further elevated by its new visual identity. Hamilton and Hare boasts up-and-coming British boxer Frank Buglioni as its official ambassador. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 66% | Activity: 63% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### What's Driving This Trend - **Luxury Packaging:** Designing stylish boxes for men's underwear that do not require wrapping paper presents a disruptive innovation opportunity in the luxury packaging industry. - **Fit-focused Underwear:** Developing high-quality and comfortable underwear using stretch jersey material presents a disruptive innovation opportunity in the men's underwear industry. - **Brand Ambassadorship:** Partnering with up-and-coming athletes as brand ambassadors presents a disruptive innovation opportunity in the marketing and endorsement industry. ### Who This Affects Most - **Luxury Packaging:** The luxury packaging industry has the opportunity to create more visually appealing and convenient packaging solutions for high-end products such as men's underwear. - **Men's Underwear:** The men's underwear industry can focus on designing fit-focused products that prioritize comfort and quality using stretch jersey material. - **Marketing and Endorsement:** The marketing and endorsement industry can explore partnerships with up-and-coming athletes to promote brands and products in a unique and engaging way. ## Related on Trend Hunter - [3D Contouring Boxers](https://www.trendhunter.com/trends/manmades-the-boxer-brief.md) - [Bold Statement Boxers](https://www.trendhunter.com/trends/royalty-boxer-briefs.md) - [Performance-Focused Undergarments](https://www.trendhunter.com/trends/hux.md) - [Heritage-Inspired Underwear Designs](https://www.trendhunter.com/trends/hendon-heritage.md) - [Mens Underwear Bundles](https://www.trendhunter.com/trends/manmade.md) - [Dirty-Resembling Luxe Undergarments](https://www.trendhunter.com/trends/dirty-willy-underwear.md) - [Retro-Inspired Boxing Gear](https://www.trendhunter.com/trends/retro-boxing-gear.md) - [Upgraded Brand Packaging Schemes](https://www.trendhunter.com/trends/higgidy.md) - [Striking E-Commerce Packaging](https://www.trendhunter.com/trends/maksim-arbuzov.md)