LAS VEGAS - During the International Lingerie Show in Las Vegas last week, Hustler Men's Underwear launched with a line of briefs, boxer briefs, boxers, performance fabrics and satin items.
National Sales Manager Oliver Gold said the line was very well received by the industry.
"The customer was very impressed, and the orders prove it," he said. "From big chains to single-owner shops, buyers placed significant orders, especially considering the product is brand-new and totally unique. I can't wait to watch what happens when this product hits the shelves."
Company President Elan Rofé said the line is about feel.
"It's simple: Men won't come back if the underwear isn't comfortable," he said. "That's why we couldn't accept anything but the best. We went back and forth between the fit department and the factory three times before we were satisfied, and I put these underwear on every man in my office. Even my father agrees they're most comfortable underwear he's ever worn."
Gold said the line's marketing features something new. Instead of using images of men in the advertising and promotion of the line, Hustler Men's Underwear features a beautiful woman in boxers and the slogan "Dudes don't want to look at other dudes in underwear."
The complete line will be ready to ship June 30.
For catalogs and more information, send email to [email protected].
