ten dollars september 2007 - FMMG.com

men’s
REPORTED BY DERRICK MITCHAM
mensuas adds new brands
Mensuas, online retailer of men’s underwear and
swimwear, recently announced the availability of
Steven Lifestyle underwear on its website
(www.mensuas.com). Customers can find
underwear brands such as Ginch Gonch,
Christian Boiish, Joe Snyder, Greg Parry and
others on the site. Mensuas also carries a wide
range of men’s swimwear.
eucalyptus makes rips unique
With “eco-friendly” being the latest buzzword in
the fashion industry, every manufacturer is looking
for the latest and greatest in organic fibers.
Underwear manufacturer RIPS, passed over
organic mainstays—bamboo, organic cotton and
soy—in favor of eucalyptus to distinguish itself
from other companies.
“These fabrics have
pushed organic cotton
to the back of the
underwear drawer
because they are so
much brighter, stronger
and softer than their
dull organic cotton
Susie Rochin
‘cousin,’” explained
marketing manager Susie Rochin.
The company’s new RIPS Performance line is
made with tencel fabric (eucalyptus pulp), which
is 100 percent natural and biodegradable. The
softness of the material combined with its wicking
properties is “like a microclimate in a pair of
underwear,” claims Rochin.
Also new from the company is its RIPS
Extreme line. Geared towards fitness enthusiasts,
the collection is made from a 92 percent
Softel nylon/8 percent spandex blend. Products
in this grouping include the Athlete trunk,
which has a self-ribbed waistband in solid white,
black or sheer black. Classic crew necks T-shirts,
in both long and short sleeves, are also available
in this collection.
Last but not least is the RIPS Colours collection,
which takes the classic RIPS pieces and
infuses them with a splash of color with contrasting
binding and stitching. Currently avail-
38 SEPTEMBER 2007 BODY • WWW.FMMG.COM
able in French blue, the company says it will
expand the the color choices in October with the
introduction of Ice Blue, Poppy Red and
Sunburst Yellow.
ginch gonch gets jungle fever
Men’s underwear manufacturer Ginch Gonch is
taking a walk on the wild side for the upcoming
release of its new line, Jungle Fever.
The company’s new line, not to be confused
with Spike Lee’s movie of the same name, continues
in the same vein as previous collections,
with jock straps, low-rise, sport and regular
briefs with animal themes and prints.
“The look is really hot
… really sexy,” said
Melissa Wilson, media
director for the company.
The collection will
have three themes:
Monkey business,
Melissa Wilson
Panther play, and
Tickling tiger. Each grouping has multiple color
schemes including: white with pink binding and
trim, black with pink, blue and yellow striping,
and black and white with black binding.
The new line went into production at the end
of August and will begin shipping in November.
The company is collaborating with Janice
Dickinson of America’s Next Top Model for the
debut of the line.
shame dumps color catalogs
Shame Lingerie is hoping to move away from
print catalogues this year and will instead be
showcasing its merchandise on a CD version of
its catalog this month. If successful, the CD version
will replace the company’s print catalogs
permanently.
“If everyone accepts it, we will never go back to
color catalogs again,” said Ken Peters, owner of
Shame Lingerie. “It’s a test for us. We’ll have to
see how it goes.”
He continued by saying that the shift will only
cost the company one season, in case the new
catalogs are not well received.
Peters attributes the change in strategy to the
increasing costs associated with manufacturing
and shipping the catalogs.
The company also reports that it is doing a
high volume of sales overseas, which is a significant
factor in shipping costs.
calvin klein undies turn 25
In celebration of 25 years of selling underwear,
Calvin Klein has
launched its new line of
men’s underwear, entitled
Steel. Djimon
Hounsou, from the
movie Blood Diamond, is
the face of CK’s new
underwear line.
Djimon Honsou
Beginning August 9,
customers who had purchased underwear from
the collection, available exclusively at Selfridges
in London, were permitted to take a friend into
the store’s specially designated “steel lounge.”
There, they were treated to cocktails and had a
chance to pose for pictures with male Calvin
Klein models sporting the underwear. In addition,
customers had the opportunity to win a
luxury H3 Hummer.
commitment line’s updates
Commitment Line Apparel, the company that
produces racing-themed underwear, will be
updating features of its men’s boxer shorts line.
The company plans to replace the currently
used printed waistband
with a woven knit band.
The company’s trademark
checkerboard pattern
will remain.
Commitment has also
come up with new marketing
slogans for the
Deeia Topp
boxers such as “go or go
home,” “back stretch” (printed on the back area
of the shorts), and “front stretch” (printed on the
front). Deeia Topp, president of Commitment,
said that the men’s boxers have a strong following
with women as well.
The boxers can be found on the company’s
website, www.pitstopshop.com.
B
boxer briefs from blume, (212) 283-1400. email: SALES@BLUMEGIRL.COM.
mens
PHOTOGRAPHY: NICK MONJO
FASHION EDITOR: VICTORIA MONJO
HAIR & MAKE-UP: KATHERINE BANNING