Welcome to the World of radical.
CLIENT: BN3TH
AGENCY: SCRAP CREATIVE
PRODCO: SCRAP
DIRECTED BY LEIGH POWIS
CINEMATOGRAPHY BY BRANDON KELLY
CREATIVE DIRECTOR: EDDIE FOSTER
ART DIRECTOR: JESSE CLEMISS
EXECUTIVE PRODUCER: KEVIN LANDRY
PRODUCER: DREW EASTWOOD
Designing and selling men's underwear and related merchandise to consumers at a profit is what the business is all about right? Therefore, to bring excitement and flair to their segment of merchandising, producers, designers and retailers must have a well-defined plan and follow the movement of general consumer preferences.
The success of fashion merchandising depends on correctly predicting which technology and the majority of consumers will accept designs. A successful brand must learn to distinguish the current trends in men's underwear, estimate how widespread they are and determine which will appeal to the brand's target audience.
In short, a trend is a direction in which fashion is moving and brands aim to recognize these very important consumer indicators. At present, there is growing concern nationwide for product made in the USA for both economic and sustainability reasons - not to mention a strong feeling of national pride, which has been on the rise in this turbulent global economy.
Modern fashion forecasters bear little resemblance to the mystical prognosticators of the old regime. Their ability to predict the strength and direction of fashion trends among their customers has almost nothing to do with what modern indicators are telling us today. Nor, does it depend on glances into the future through using past indictors. Today's men's underwear forecasters depend on a much more valuable commodity: technological information. Proven data, solid facts about the willingness of customers to accept certain goods are the basis of successful merchandising decisions.
In today's computerized world, merchants are able to maintain "instant" records on sales, inventories and new fashion testing. In addition, wise brands and merchants keep their eyes open to see what as well as their own customers as well as the public as a whole are wearing. Through social media, they are so familiar with their customers' lifestyles, economic status, educational levels and social milieu that they can easily determine at just what point their customer will have willingness to accept product advancements.
It's generally assumed that men's underwear is suppose to be the way that we have always been use to it. However, there is no hard evidence and no logical reason that this is so. Why is have accepted past product offerings isn't clear. I recently reviewed a forward-thinking brand that by implementing modified design and technology aims to radically change our perception of underwear.
BN3TH launched in Vancouver, BC, to The brand DNA stemmed from the idea that no one performs at their best when they’re adjusting, or shifting or even worse; sweating.
Increased Comfort = Increased Performance
The brand was the first to create underwear with a three-dimensional pouch, and the patented MyPakage Pouch Technology™ remains the key to the uniquely supportive fit. They engineer underwear and base layers that keep you comfortable for full days on the mountain, on the water, in the gym or in the office. Over time, the brand evolved as a company to begin championing a full range of apparel for any and every consumer, endeavor, occasion, climate and style. They work hard to minimize the environmental impact of our business and contribute to causes that help preserve our planet.
With a few years under their belt, they’ve established the most progressive collection to date. From multiple innovations in fabrics such as the sustainable Tencel™ model found in their Classic Boxer Briefs and Trunks to the brands new Hero Knit ultra-breathable athletic pieces, they’ve developed a product for everything and everyone. All of the underwear features flatlock stitching and critically placed seams to eliminate chaffing and reduce bulk, but most importantly they contain the patented MyPakage Pouch Technology™ to lift and separate your boys, eliminating the need to shift or adjust.
The BREATHE collection makes up the largest segment of the product line and is known for being made with sustainable, breathable fabrics featuring limited-edition prints and unique colors. BREATHE is intended for elevating everyday life; at the office, the park with the kids, or happy hour.
For the athlete inside all of us, the brand's MOVE collection embodies everything you could ever want in an athletic garment: moisture wicking properties, anti-odor technologies and a recycled fabric made from plastic bottles. These were designed to elevate performance without compromise.