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How a Smaller Underwear and Sock Brand Breaks Through

Brothers David and Mike Appel thought they could fill a white space in the men’s and women’s underwear and sock category when they launched Related Garments in 2015, which sold matching socks and underwear packaged together.
But David said since competitors have copied the concept, Related Garments, which has collaborated with Baja East and Luka Sabbat on capsules, is having to pivot in order to stand out.
“Our shift has been in letting customers choose what they want and give them more options,” said Appel. “I don’t have the same marketing budget as Calvin Klein, so we’ve been really trying to figure out how you compete with brands that are spending that much money.”
Related Garments now allows customers to purchase socks and underwear à la carte, but it is also introducing new categories over the course of the year. First up is R-Squared, a line of ath-leisure dress socks and underwear that can be worn to the office and the gym. They are made with fabrics featuring anti-odor and Coolmax properties and include extra cushioning for toes and heels. The underwear is made from a nylon spandex blend that David said looks like designer underwear but is still suitable for working out.

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Via:: https://wwd.com/fashion-news/intimates/how-a-smaller-underwear-and-sock-brand-breaks-through-1203028454/