Supernatural Mens Underwear 2024 Preview

Retail Buyers Guide:  Mens Underwear 2024 Retail Buyer’s Guide
Brand:  Supernatural
Interviewee: Adrian Rief, Marketing Manager

How was the market for mens underwear in 2023?
The market for men’s underwear in 2023 experienced steady growth, driven by increasing consumer demand for comfort, quality, and sustainability. The trend towards athleisure and the blending of fashion with functionality also contributed to expanding product ranges and consumer interest. Overall, the sector showed resilience and adaptability, responding well to changing consumer preferences and global market dynamics.

What are the key trends in Men’s Underwear for 2024?
The key trends in men’s underwear for 2024 are expected to focus on sustainability, technological innovation, and personalized comfort. Some trends:
Eco-Friendly Materials: There’s a growing demand for underwear made from sustainable materials such as organic cotton, bamboo, and recycled fabrics. Brands are increasingly prioritizing eco-conscious production processes to minimize environmental impact.
Enhanced Comfort and Fit: With the ongoing emphasis on comfort, expect to see advancements in materials and design that enhance fit, breathability, and support. This includes the use of high-quality, soft fabrics that maintain their shape and are gentle on the skin.
Smart Underwear: Technological integration is on the rise, with features like moisture-wicking fabrics, temperature regulation, and even smart textiles capable of monitoring health metrics or providing muscle support.
Performance Underwear: There’s a growing segment of the market focused on performance underwear designed for sports and active lifestyles, featuring advanced sweat-wicking properties, odor resistance, and enhanced durability.

In which product segment of your 2024 collection do you expect your biggest growth?
Within Kids and our BASE+  a extra warm BASE LAYER


What shapes/designs do you offer in your 2024 collection?
We´re offering a kids selection for the first time as well as printed BASE LAYERS for the first time and as mentioned the BASE+  for very cold days.

What materials are you using?
A blend between Merino Wool and synthetic fibers.

What colour palettes and graphics are you featuring in this collection? Any standout prints or collaborations you’d like to highlight?
We´re offering BASE LAYERS with out Flear Bear Print the first time. Flear Bear is skijumping bear printed on the chest of our BASE LAYERS. The Flear Bear Styles are coming in bold colors such as a HORN BROWN, LIGHT JADE and PINKY PINK.


How are you addressing sustainability?
Sustainable Materials: super.natural is known for integrating sustainable materials into their products, such as merino wool and recycled polyester. Merino wool is a natural, renewable fiber that is biodegradable, while recycled polyester helps reduce plastic waste.
Eco-Friendly Production Processes: The brand focuses on minimizing its environmental impact by using eco-friendly dyes and production processes that aim to reduce water and energy consumption.
Ethical Manufacturing: super.natural commits to ethical manufacturing practices, ensuring fair labor conditions and wages for workers in their supply chain. This includes working with factories that adhere to high social and environmental standards.
Durability and Longevity: By creating high-quality, durable products, super.natural aims to reduce the need for frequent replacements, thereby lessening the environmental footprint over time. Their products are designed to be versatile and timeless, encouraging consumers to buy less but better.
Recycling and Circular Economy: The brand may also engage in initiatives to promote recycling and a circular economy, encouraging the return of end-of-life products for recycling or repurposing, although specific programs can vary and should be verified for the latest updates.

How are you supporting retailers to sell your men’s underwear?
We´re offering a special POS furniture which makes it easy to present and replace the BASE LAYERS. Moreover there is a very attractive calculation that we´re offering. We also have a NOS colors which enables us and the retailer to do steady turnover the whole season around.


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