The GO SOFTWEAR company unveiled its new line of men’s underwear. Although the company formerly focused on developing products for gay consumers, recently they have decided to expand their offerings in an attempt to also appeal to straight males. The new Biancheria Italiana line (Biancheria Italiana translates as “Italian lingerie”) utilizes Italian fabrics. The line recently premiered at the trendy, groundbreaking MAGIC show.
In an interview, vice
president of GO SOFTWEAR noted that, “Italian fabrics
tend to be finer than most, almost like onion skin. The material is very cool
and comfortable on the individuals skin,” he observed. “Lately, the market is
saturated with bright colors and prints. We are in that market as well, but we
decided to switch a more upscale style reminiscent of European men's lingerie.”
The line will be available at retailers this November and will be carried by various stores including Injeanious in San Francisco, Texas-based Skivvies and Freshpair.com. The new line is quite different from the bright colors and garish prints that many designers are now offering. Biancheria Italiana by GO SOFTWEAR includes solid, muted colors. The high-cut brief tapers to a man’s body in a subtle but enhancing manner.
The sizes range from small to extra-large and prices range from $9.50 to $26. Tones include light blue and grey. GO SOFTWEAR’s Biancheria Italiana collection offers bikini, thong, high-cut brief, brief, retro short, boxer, undershirts and sleeveless tank-tops.
My take on this is that I think it’s nice to see the pendulum swinging the other way (so to speak). I love a lot of the stuff that’s out there, but I always think that it’s great when someone decides to do something different. GO SOFTWEAR has determined that this line will be less showy, which, in a way, makes them a tad more showy than the more garish designers. How can one not recognize how wondrously unique and imaginative the items in the Biancheria Italiana line are?
The target group for the Biancheria Italiana items is straight-males between the ages of 25- 45 who are interested in fashion. Additionally, their significant others are included in the group. Look for Biancheria Italiana this November.
Comments