JAMESWINSTON Co. INNOVATES FOR ’08 With Two Men’s Undies World
JamesWinston Co. underwear series launches its ‘S’ AND PETIT- BRIEF ‘MAX Out’ WITH NEW ProFIL Panel PLUS
UK online underwear brand Jameswinston Co. is back with two of seven new ranges planned for 2008. The June 2007 launch of the re-styled Retro and NEON ranges found the brand showcased by no less than sixteen international fashion/lifestyle publications - an unprecedented level of exposure for a brand with no advertising budget or track record in underwear retailing/production. Magazines from USA, Europe and as far flung as Australia eagerly endorsed the fresh marketing approach, construction quality and design styling on offer.
Company founder Brian James said, ‘The response was beyond our wildest dreams. Getting into USA’s Instinct Magazine and Genre’s brother publication (HX magazine) were real year highlights.’ James explains there are still downsides to being a smaller, unusually innovative brand in a highly competitive market. ‘Everyone scouts around competitor sites but very few innovate creatively. A lot of the larger companies are happy to just copy ideas. We’ve definitely had our own initial industry influences but you’ll see us differentiating ourselves further with each new range release.’
Company trading was slowed uncomfortably over the last six months while James concentrated on severing all ties with their previous web - designers. ‘Most people prefer to swim away from sharks, right? is all he’ll say on the matter. Regardless, James enthuses about the launch of the ‘S‘ and Petit - brief (pron. Petite). Both incorporate their ingeniously innovative ‘2 way wear’ ProFIL Panel PLUS TM. ‘We’re really excited about the S- brief. We took our hipster trunk pattern and merged it with the fit rules of a brief to create a new, low-rise hybrid. It’s as practical as a traditional brief but with sexier lines on the body. Petit - brief is simply intended to be the best fitting ‘micro’ out there.’
And on ProFIL Panel PLUS? : ‘The reaction to the original ProFIL Panel was good but our customers are simply damn greedy!’ laughs James. ‘We really wanted to add value while making any adjustments. So double - figure fit tests later, we nailed a cut that not only accentuates anatomically more than before but place ‘your favourite friend’ directly in front of you and you’re just held…well…buoyantly! We call it our ‘MAX Out TM ’position. Basically, the genius is as much in the fabric’s stretch and hold abilities as the cut of the panel. It’s fantastic because there’s now this fun, totally original, extra positioning option where you can ‘really’ show out whenever you want to. And it’s all ‘your boys’. No straps, cups…or ‘freakwear’ ! (James’ term for the exaggerated, less visually aesthetic enhancer shapes). He also intends shying away from the increasingly patronising photoshop effects many competitors use to hype their enhancement products. ‘We don’t need to over - egg things. We’ve got the only pant in the world with a ‘natural’ turbo boost!’ he laughs, ‘ What you see is what you’ll get.’
Range colours are darker this time with shades named; Tzar, Darkwood and Caspian. James states, ‘Each range inspires marketing themes off the back of their styling and colours. ‘S- brief lends itself to the concept of ‘stealth’ whereas Petit- brief is about simplicity. We really feel our latest campaigns are our best yet. After pretty much being used as an image ideas guide by larger competition we’ll also be exponentially increasing our international market profile this year as a counter - measure. Frankly, our ’08 objective is to delight the customer - from purchase to packaging to the point of garment wear.’
Jameswinston Co. certainly appears poised to move from strength to strength but James remains cautiously optimistic. ‘2008 will be all about consolidation. We still won’t have an advertising budget but we now have some great major magazine alliances worldwide, established web retailer support and a good customer base - all of which we never had eight months ago. It’s been no easy ride but we’re aiming to produce the best pants in the world at its price point. And design-wise, we’re only just starting to flex our muscles.’
‘MAX Out ’ with ‘S’-Briefs are priced at £13.50 while Petit briefs with new ProFIL Panel PLUS (‘super’ natural asset projection) cost £12.50.
The current Jameswinston Co. range is available at:
