Calvin Klein Underwear Turns 30

by

Calvin Klein Underwear has released the official press release for its 30th anniversary. In just 30 years, the brand, first launched in 1982, has secured its place as the most successful men’s underwear brand of all time time. Stay tuned for more coverage and exclusive features marking the global underwear brand’s 30th anniversary. The official press release is in its entirety below.

NEW YORK, NY, OCTOBER 1, 2012 – Calvin Klein Underwear, a division of The Warnaco Group, Inc. [NYSE: WRC] and Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. [NYSE: PVH], today announced that this year marks the 30th anniversary of the Calvin Klein Underwear brand.

Since its introduction as the world’s first designer underwear brand in 1982, Calvin Klein Underwear has been recognized for its sexy, cutting-edge products and visuals.

In addition, a special men’s underwear line – Calvin Klein Modern Classic – was created in honor of the milestone. The new offering evolves the brand’s signature grey logo waistband styles and updates them with a contemporary fit, palette, and microfiber fabric. The unique combination speaks to both the brand’s heritage as well as its future.

Consistently delivering innovative designs with superior fit and quality over the past three decades, Calvin Klein Underwear has established itself as a world leader in the industry. In 2011, global sales for men’s and women’s Calvin Klein Underwear achieved more than one billion dollars at retail. The lines are currently available in thousands of points of sale worldwide.

Tom Murry, President & CEO, Calvin Klein, Inc., said, “After 30 years of being at the industry’s forefront, the Calvin Klein Underwear business continues to develop, while remembering the importance of its legacy. As the original pioneer of designer underwear, the brand consistently challenges itself to redefine and give new meaning to that concept through inventive products, packaging, and marketing.”

Calvin Klein Underwear’s Chief Creative Officer, Bob Mazzoli, commented, “For me, Calvin Klein Underwear’s 30th anniversary is a time to celebrate the brand’s history of product innovation and new concepts, from the continuation of ck one and Calvin Klein Naked Glamour to the launch of Calvin Klein Underwear Bold, as well as the new Modern Classic and Push Positive lines coming this fall. We are continually inspired through our ongoing relationship and dialogue with our global consumers, and fully intend to create a future that is just as compelling as our past.”

Recognized as much for its revolutionary products as its groundbreaking advertising campaigns, the company has collaborated with a stable of world renowned photographers, including Bruce Weber, Peter Lindbergh, Patrick Demarchelier, Herb Ritts, Steven Meisel, Mario Sorrenti, Kelly Klein, Mario Testino, Inez van Lamsweerde & Vinoodh Matadin, Steven Klein, David Sims, Mikael Jansson, Wayne Maser, Tiziano Magni and Terry Richardson.

The latest men’s campaign created for the launch of Calvin Klein Underwear Bold features new model, Matthew Terry, alongside models Myles Crosby, Arran Sly and Chris Garavaglia. Embodying the vibrant product, the visuals have a vivid, powerful, and athletic spirit, reminiscent of the brand’s first campaign featuring U.S. Olympic pole vaulter Tom Hintnaus. This consistent impactful and timeless quality is a common element found throughout the brand’s history of iconic advertising, which has featured numerous leading actors – like Hilary Swank, Zoe Saldana, Mark Wahlberg and Djimon Hounsou – as well as top models, such as Natalia Vodianova, Christy Turlington and Antonio Sabato Jr. Dutch supermodel Lara Stone, who has a longstanding relationship with Calvin Klein, Inc., was recently added to that prestigious group with the Fall 2011 campaign introducing Calvin Klein Naked Glamour. Ms. Stone is now featured in the current Fall 2012 Calvin Klein Underwear campaign, which supports the launch of the new Calvin Klein Push Positive line.

Calvin Klein Underwear campaigns have also pushed the envelope through their provocative pairings, such as the legendary shots of Kate Moss and Mr. Wahlberg, or the sensuous images of Eva Mendes and Jamie Dornan. The Spring 2010 Calvin Klein X Underwear campaign made another epic statement, when it brought together four popular talents fromdifferent backgrounds and nationalities: American actors Kellan Lutz and Mehcad Brooks, and two international sports stars, Spanish tennis star Fernando Verdasco and Japanese soccer player Hidetoshi Nakata.

Calvin Klein, Inc. is one of the leading fashion design and marketing studios in the world. It designs and markets women’s and men’s designer collection apparel and a range of other products that are manufactured and marketed through an extensive network of licensing agreements and other arrangements worldwide. Brands/lifestyles include Calvin Klein Collection,ck Calvin KleinCalvin KleinCalvin Klein Jeans and Calvin Klein Underwear.  Product lines under the various Calvin Klein brands include women’s dresses and suits, men’s dress furnishings and tailored clothing, men’s and women’s sportswear and bridge and collection apparel, golf apparel, jeanswear, underwear, fragrances, eyewear, women’s performance apparel, hosiery, socks, footwear, swimwear, jewelry, watches, outerwear, handbags, small leather goods, and home furnishings (including furniture).

PVH Corp., one of the world’s largest apparel companies, owns and markets the iconic Calvin Klein and Tommy Hilfiger brands worldwide.  It is the world’s largest shirt and neckwear company and markets a variety of goods under its own brands, Van HeusenCalvin KleinTommy HilfigerIZODARROWBass and G.H. Bass & Co., and its licensed brands, including Geoffrey BeeneKenneth Cole New YorkKenneth Cole ReactionMICHAEL Michael KorsSean JohnChapsDonald J. Trump Signature CollectionJOE Joseph AbboudDKNYIke Behar and John Varvatos.

The Warnaco Group, Inc., headquartered in New York, is a leading global apparel company engaged in the business of designing, sourcing, marketing and selling men’s, women’s and children’s sportswear and accessories, intimate apparel, and swimwear under such owned and licensed brands as Calvin Klein®, Speedo®, Chaps®, and Warner’s® and Olga®.

Photo Credit: Courtesy Photo, © 2012 Steven Klein

Comments

Leave a Reply