(Filed Under wholesale Men's Underwear News). Wood, the men’s underwear firm launched at the beginning of 2012, continues to expand, adding new styles and colors to its collection.

According to a company release, “We’ve updated a classic in our new underwear design. Wood Underwear really fits your form, without binding and yet still keeps everything where you want it. Our gusset design means less ride in the leg. We design with wood based fabrics, and in this case it’s beech tree, which makes up the modale that adds a super soft feel to the product. Our basic colors (black, heather grey and navy) are best sellers in every style. Giving you a choice of leg-lengths means you have a Wood option no matter what pant you pair with.”

The company is focused on providing an alternative in the crowded men’s underwear market which Wood describes as a “bipolar world of either wild prints and complex designs or cheap, ill-fitting, multi-packs.” A particular emphasis is in pricing where “Wood Underwear ... takes care of its retailers with better than keystone pricing.” A single pack wholesales for $8 and is designed to retail for $20. Undershirts wholesale for $12 and are designed to retail for $30.

A variety of silhouettes are offered. In underwear there is a trunk, boxer brief and biker brief. In undershirts a crew neck and a v-neck. The basic fabric is a blend of 48% modale, 48% cotton, 4% elastane.

Since we first stopped by the Wood booth a Project in Las Vegas in February, 2012, the company has added a number of retailers. Some examples are Equinox, in New York, Blue Collar, in Buffalo and Stitched Lifestyle in Vegas.

We think there are a quite a few U.S. that will eventually buy into their compelling message. “There is a ton of underwear out there, but not really geared to the everyday guy, financially and otherwise. We aim to make great underwear that is approachable and accessible, at the right price point, and guys feel comfortable buying it. Our brand brings it to their attention, our product keeps them coming back.”

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Published 07-21-2013 by -