What are the key trends in Men’s Underwear?
The mens underwear category has been exploding to new levels each year. The consumer is looking at the category as a new way to express themselves and make part of their outfit. Bright colors, crazy designs, and different waistband options are what the consumer is looking for.
How are you segmenting your SS22 collection and what are the price points?
The Ethika products have always been looked at as a premium lifestyle brand. We have a patent on the fit and use high quality jacquard waistbands on all of our underwear. The price for our Staple design is 22€.
What shapes/designs do you offer in your SS22 collection?
We offer our best selling staple with a 9” inseam, along with a shorter 6” option called The Mid.
What materials are you using?
Cotton and polyester fabric with jacquard waistbands.
What manufacturing techniques are you working with?
We like to keep these top secret
What colour palettes and graphics are you featuring in this collection? Any standout prints or collaborations you’d like to highlight?
We use a lot of bright colors and very in depth graphics. Lots of times, you really have to spend time looking at all the details to understand what the design really is. As far as collaborations go, we have our Signature Series lines with Valentino Rossi and Dani Alves along with new styles designed by music artists Rick Ross, Snoop Dogg, and French Montana.
How are you addressing sustainability?
We have a number of sustainability practices in our manufacturing process, but we have not incorporated any elements into the actual product.
Describe your POS materials and/or any other kind of support for retailers.
Our in-store display includes a mannequin to display the length of the product, along with an insert images where we are able to tell the story of any particular design or collaboration.
Please, talk us through your 2-3 keys models for SS22.
French Montana Signature Style
Valentino Rossi Collection
Dani Alves COllection