Without compromising on comfort, the underwear label is introducing luxury lines for men and women
If you browse the men’s underwear section of any department store or lingerie specialist, you will be hard-pressed to see a pair of boxer shorts without a logo-embossed waistband bearing a brand’s name. One of the pioneers of this now ubiquitous strategy is designer brand Calvin Klein, which launched its Calvin Klein Underwear label back in 1982.
For autumn 09, the brand, whose signature look on underwear blends comfortable fabrics with fashion-led designs, is upping its luxury credentials by launching Calvin Klein Black for women and Calvin Klein Black and White for men.
With the UK market now inundated with international lingerie retailers, and fashion multiples - including even supermarkets - increasing their lingerie offers (and sales), it makes sense for Calvin Klein Underwear to launch a collection that stands out from the mainstream. And stand out it does. Calvin Klein Black’s handwriting is significantly different from the women’s mainline and features French leavers lace - the first time the brand has used the premium fabric. Soft mesh and lustrous microfibres blend to create bra silhouettes varying from a plunge style with smooth cups, triangle options, and push-ups, with sizes from 32 to 36, A to DD. Bottoms come in G-string, garter belt, hipster and bikini styles in sizes small, medium and large. Prices start from £14.88 for a set.
On the men’s side, the Black and White range is split into two stories: Black focuses on fit and comfort, while White combines luxury designs with soft fabrics. Both retain a premium feel.
Extra-fine microfibres allow for breathability and air circulation in the Black range, while a woven black jacquard waistband with embossed logo adds a luxury element. The same waistband technique is used on the White range, but here the focus is on high-quality cotton blends for super-soft briefs, which come as hip briefs, trunks, low-rise trunks and boxer briefs. Prices start at £5.73.
To complement the ranges, Calvin Klein Underwear will launch separate gift boxes for its customers in time for Christmas.
The focus on luxury extends beyond the new collections, with Calvin Klein Underwear adding lace and bow details to its younger sub-brand, 365, next season.
But the brand has not focused on design and luxury elements at the expense of fit. For autumn 09, Calvin Klein Underwear will increase its sizing to include an E cup in some ranges and will update Calvin Klein Perfectly Fit, its collection of wardrobe staples. A new, demi-silhouette bra has been designed for extra support, coverage and flexibility and includes a ‘disappearing’ edge. The edge of the cup is thinner than the rest of the bra, allowing the bra to ‘disappear’ under a T-shirt. Other technological improvements include microfibre logo straps that graduate by size and a cushioned hook and eye.
300 Number of UK stockists
1982 Year Calvin Klein Underwear was launched
£5.73 Opening price for Black and White range