(Filed Under wholesale Men's Underwear News). Chulo 76, a new men's underwear company whose tagline is "sexy comfort," was able to nab a few customers this past August at the MAGIC Marketplace show in Las Vegas.
Based in Atlanta, Georgia, the new company has high hopes for success. "We are really excited and we think we have a great product," said James Riley, co-founder and CEO of Chulo. "We've had a lot of positive feedback from everyone in Vegas who stopped by our booth."
Chulo's signature mark is the red waistband that every pair of underwear features, independent of the color and style of the underwear. "I noticed in the past couple of years that color underwear outsells white underwear, so I'm trying to capitalize on that trend and get some really fun and funky colors that we feel blend in with the dark red waistband, which will stay with the line forever," said Riley.
Chulo is a Spanish term that refers to "a man, and it means hot, good looking, and sexy," said Riley, and that is the type of customer Chulo is trying to target. Chulo's products have only recently become available for purchasing in stores and so customer feedback is yet to come. "We just got it in yesterday," said Woody Evans, a buyer for Ingenius, a men's underwear store based in San Francisco. The two other stores that sell Chulo's products are: Anthony's, a men's store located in Bermuda and, Union Jack, a store located in Dallas.
As for upcoming plans, James Riley and Ramon Creese want to expand the line outside of the U.S., possibly starting with Puerto Rico. They also plan on launching a new line "sometime next year," said Riley. They have not yet decided on a name since the idea is much too fresh and details have not been thoughtfully sorted out yet, but the price point will be slightly lower than the Chulo underwear, which ranges from $14 to $18 retail. "We're trying to target a different market there," said Riley. "Chulo is for high-end boutiques, the other line will be more affordable."
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