“It’s the most important model you’ve by no means heard of.”
That’s the way in which Money Warren described his males’s necessities model, Pair of Thieves.
Warren, a movie producer who’s married to actress and entrepreneur Jessica Alba of The Trustworthy Firm fame, created Pair of Thieves with two childhood associates — Alan Stuart and David Ehrenberg — a decade in the past as a easy sock various. Since that humble starting, the model has achieved gross sales of $100 million, branched out into underwear, loungewear and T-shirts, and ranks because the fifth largest males’s underwear model after Hanes, Fruit of the Loom, Calvin Klein and Reebok — forward of Jockey, Polo, Nike, Adidas and Champion, based on Circana.
And now, Pair of Thieves is launching into a brand new class: efficiency underwear and socks below the Supercool identify.
In a Zoom interview from the model’s headquarters in Los Angeles, Warren mentioned the preliminary thought for the “scrappy, self-funded start-up” was to supply an alternative choice to the skinny, nylon socks that dominated the market at the moment. As they are saying in a deck for the Supercool launch: “We have been three childhood associates who have been irritated that socks sucked. So we made them higher.”
Quickly after, they branched out into underwear, which shortly grew to become the “hero class,” Warren mentioned, as Pair of Thieves benefited from the loyalty that males exhibit for that classification. They launched at Goal and shortly added extra upscale shops comparable to Selfridges, Nordstrom, Opening Ceremony and Fred Segal. Immediately, the road is carried at greater than 6,000 shops, starting from Walmart to Macy’s.
Stuart pointed to the model’s “candy spot,” which is its capability to supply type and efficiency at an inexpensive value level. On the web site, a two-pack of Superfit boxer briefs can be found for $24.99 at common value and $19.99 on promotion, whereas Each Day boxer briefs retail for $19.99 for a four-pack.
Along with core impartial colours comparable to white, ivory and black, Pair of Thieves affords a rainbow of different solids together with colourful patterns, all of which provide a “no-roll waistband and stay-put leg.”
The goal buyer is Gen Z, or males and boys aged 11 to 26. And Pair of Thieves appeals to this age vary with not solely its up to date styling, but additionally its tongue-in-cheek advertising and marketing and social media activations.
“No child is happy about shopping for Hanes,” Stuart mentioned.
Mona Goshin, who heads design for the model, mentioned the Pair of Thieves affords “a distinct voice” than its rivals. “We have a look at the macro and micro cultures, the road and the sports activities world to create high quality, technical clothes which might be additionally enjoyable.”
Inclusivity can also be an essential a part of the corporate’s focus. Pair of Thieves is obtainable in sizes from small to 4XL and the packaging for every dimension makes use of fashions that characterize that dimension. “Our small packs have a small man whereas our XL packs have an enormous man,” Stuart mentioned.
The corporate additionally has a philanthropic facet. Since launching, it has donated practically 4 million pairs of socks, Stuart mentioned, and it really works with charities starting from Baby2Baby, which helps youngsters residing in poverty, to the LGBTQIA+ nonprofit The Trevor Challenge, and By no means Alone, a company centered on psychological well being.
However the focus now could be on Supercool. Stuart mentioned the objective for the gathering is to “carry recess again.” He mentioned the foremost sports activities manufacturers are inclined to concentrate on elite athletes and “figuring out till you puke.” However Pair of Thieves is looking for to make it enjoyable to be energetic once more.
In response to Supercool’s introduction supplies: “As youngsters, we’d run round till we have been out of breath, coated in sweat however desperate to do it yet again. Someplace between the bliss of youth and grown-up life, we lose the enjoyment of transferring our our bodies.”
Supercool is constructed from 87 p.c polyester and 13 p.c spandex for the physique cloth and 100% polyester for the pouch, a mix that performs nicely and is comfy so clients can “take pleasure in higher fundamentals and embrace the spirit of play,” the corporate mentioned. It options moisture-wicking and antiodor properties, zoned air vents and a contoured pouch. Its mission assertion is: Sweat completely happy, play honest, transfer in type.
The gathering can be out there in impartial and shiny colours and can retail for $26.99 for a two-pack.
The socks have the same aesthetic and properties and retail for $14.99 for a three-pack. Goshin mentioned they’re constructed from nylon fibers, even have zoned air vents in addition to ankle and arch assist and are versatile and light-weight and designed to be worn with sneakers.
The preliminary launch is with Goal, the group mentioned, however Warren added that the corporate is in discussions with sporting items retailers as nicely.
Apparently, Pair of Thieves has managed to straddle each the mass and extra premium markets since its launch. Warren defined that shortly after introducing its socks at Goal 10 years in the past, the founders have been approached by higher-priced retailers and created Thieves Gold to reply the decision for a extra elevated providing. That acquired its begin at Nordstrom.
However they quickly realized it was too tough to attempt to construct two traces on the identical time and opted to shutter Thieves Gold. However to their shock, Nordstrom and different higher-priced shops determined to stay with the model regardless that it was additionally carried at extra moderate-priced retailers.
“At Goal and Walmart, we’re the premium model,” Warren mentioned, “however at Macy’s, we’re the extra inexpensive possibility.”
Immediately, underwear represents 55 p.c of general gross sales, socks 25 p.c, shirts 15 p.c and loungewear the rest. Going ahead, the companions see alternative to “proceed to diversify” the providing, Ehrenberg mentioned, and lengthen the assortment into complementary merchandise.
To introduce the Supercool assortment, Pair of Thieves has tapped Shedeur Sanders, a quarterback for the Colorado Buffaloes on the College of Colorado, and the son of Deion Sanders, as its first superstar endorser. Sanders can be featured within the media marketing campaign for the product this fall.