- Menswear retailer Bonobos is launching an underwear line.
- It comes with numerical sizing, similar to pants sizing.
- The company promises a better fit, which executives say speaks to its core mission.
- The underwear is $34 for one pair or $50 for two, and sales launch today.
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Bonobos is releasing a new pair of underwear unlike anything else on the market
Bonobos' new underwear has specific numerical sizing, just like a pair of pants, to make it fit better.
-owned Bonobos is hoping to take over a greater share of its customers' closets by offering a pair of underwear unlike any other on the market.
The new garment, which launches today, is made with a soft cotton-synthetic blend with moisture-wicking properties. It comes in both trunk and boxer-brief styles. The back panels also give the garment "butt-lifting properties," according to the brand, and there are mesh panels for breathability.
It also comes with a horizontal fly, which "a lot of guys didn't even know that they preferred until they tried it," Bonobos' chief creative officer, Dwight Fenton, told Business Insider.
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But by far the most unique aspect of the underwear is that it comes with numerical sizing, just like pants. That means that instead of small, medium, and large sizes, it comes in sizes 28 through 40. If you're a 32 in Bonobos pants, you're a 32 in Bonobos underwear, too.
Bonobos previously offered numerical sizing in its athletic shorts — another category that does not traditionally offer such specificity.
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