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brief underneath

Eddie R. Betesh, chief executive officer and president of new men’s intimates company Brief Underneath, thinks price is not a concern to consumers when it comes to men’s underwear. “Men hold their underwear dear to them,” he said. “What they wear underneath defines them as a man. Therefore, dollars and cents do not play a role.” His advice to someone looking to turn in a profit in the market is “you need to come up with some unique and innovative products, to get the retailers who are willing to give you the extra points. With our product being one-of-a-kind, we surely are seeing signs of immediate success. [Our patented Brief Underneath] separates us from all our competitors.” The company’s current best-selling style is the knit and woven boxer brief. The company plans to expand beyond its men’s intimates niche into the women’s and children’s categories. He sees white briefs as going out of style, and for this reason is gearing his product towards the age group of men who wore “tighty whiteys.” “We cater to the mature customer aged 40-plus who is sick of wearing the tighty whiteys.”

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written by Amanda Torres Price published 2010-03-24 10:51:56

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