Bombas, an NYC startup best known for its cult-favorite socks, has entered into a new apparel category — underwear — as it works to become a go-to, multi-product basics apparel brand.
Like its socks and tees, Bombas’ underwear was designed with comfort in mind. There are no tags and the waistband lays flat so it won’t roll or dig into the wearer. Plus, they are made from either cotton modal or nylon modal, hybrid materials that are breathable and durable to ensure there is no shrinking, sagging or fading over time.
The product line also features a variety of styles for both men and women, ranging from straight to plus sizes. Pairs of underwear start at $18 and bundles of multiple pairs, along with underwear-sock bundles, are also available for purchase.
Also like its socks and tees, Bombas has vowed to donate a pair of underwear to a person experiencing homelessness for each one sold, meaning the company now provides the three most-requested clothing items at homeless shelters: underwear, socks and tees.
Bombas’ expansion comes at a time when lingerie and intimates businesses, particularly those with an emphasis on comfort, have been booming.
Although the fashion industry as a whole has been among the hardest hit amid the coronavirus shutdowns, many companies offering comfortable basics like underwear have been busier than ever. For instance, women’s underwear brand Thinx landed wholesale accounts with major companies like Urban Outfitters and Kohl’s this year, and lingerie brands including Aerie and Rihanna’s Savage x Fenty have added more comfortable underwear designs to their collections. Sustainable sneaker brand Allbirds also launched its own underwear line over the summer.
“People are always going to need basics,” Kristen Classi-Zummo, the director of apparel market insights at the NPD Group, said in a recent interview with WWD. “If you look at the rest of the apparel category, where we saw declines around 50 percent in April, but basics down just 30 percent [in April], climbing up to negative 5 percent [in June] is pretty good.”
Now, with this latest move, Bombas is poised to dominate the market, helping ensure we all stay comfy at home.
