Understated Men's Underwear Line Design

## Brand Identity: A premium men's underwear brand that embodies sophistication, refinement, and quiet confidence. Our target customer is the successful, stylish man who values quality, comfort, and attention to detail in every aspect of his life. We aim to provide underwear that not only meets his functional needs, but also elevates his everyday experiences. ## Design Objective: Our objective is to develop a curated collection of mid-leg boxer briefs and trunks that seamlessly combine opulent comfort with a sleek, contemporary aesthetic. The designs should embody our brand's principles of sophistication, superior quality, and subtle elegance. While the prevailing trend in men's underwear in Australia, as well as from international brands such as Calvin Klein, Hugo Boss, and Tommy Hilfiger, leans towards vibrant and bold styles, our approach aims for a more nuanced and understated interpretation. ## Target Customer: - Successful professional men, aged 30-55 - Seeks an easy-to-select wardrobe that sets a powerful and stylish foundation for his day - Discerning taste in fashion and appreciates premium quality - Values comfort, style, and performance in his underwear - Leads an active lifestyle and demands all-day comfort ## Style Attributes: - Clean, modern design with minimal branding - Luxuriously soft, breathable, and moisture-wicking fabrics (e.g., modal, bamboo, lyocell/tencel, high-quality cotton) - Excellent fit and support without being restrictive - Flat, smooth waistband that stays put without digging in - Thoughtful details such as laser-cut hems, reinforced seams, and a contoured pouch for enhanced comfort and style - Offer of leg lengths of 5” and 7”, similar to Lululemon Always In Motion Boxer 5" ## Design Elements: - Sophisticated color palette: charcoal, black, heather grey, with the option for subtle accent colors (PRIMARY: Slate Blue: #6b8ba4 | SECONDARY: TBD) - Tone-on-tone embroidered logo on left hip waistband - Considered trim details such as contrast stitching or fabric blocking