Austin, Texas based underwear brand, jake joseph, was founded in 2008 by Jake Joseph. The brand infuses “a modern approach to classic garments,” Joseph told The Underwear Expert, and has a simple mission: “to create loyalists.”

Since 2008, jake joseph underwear has released only two lines with minimal updates, but the brand is already sold in high-end retailers like Neiman Marcus, American Rag, Fred Segal. Today, we take a look at the inner-workings of the brand in a candid conversation with Jake Joseph. There are 2 collections, Stretch & Trouser Boxer.

Brand: jake joseph.

How did your company come to be?  My dream came from a desire to outfit people in the most comfortable, quality-crafted garments at the best value possible.

What sets your brand apart from others? Our stretch products are extremely resilient and remain snug after every wash.  Additionally, jake joseph stretch products come pre-washed to ensure a uniform look and provide the consumer a terrific buying experience.  The consistency of our products provide an increased lifespan and a continued “new pair” feeling.  Our trouser boxer is composed of classically designed, 100% cotton shirtings.  It boasts leg venting and a seamless rear™ to promote comfort and movement.

What are your brand’s biggest accomplishments? jake joseph is growing at a healthy pace based on our shirt-making approach to undergarments. I truly feel accomplished when someone tries the brand and returns for more.  It is a great feeling and lets me know that we are on the right track.

What is your target market? Anyone who appreciates a fine product is our target.  There is a certain feeling that people get when purchasing something they can feel good about; that feeling exists in all target markets and we want to contribute to that.

What % did your company grow between 2011 and 2012? 200%.

What is the average retail price of your underwear? $32 – $36.

What percentage of each size do you sell? Small 15%, Medium 35%, Large 40%, XL 10%.

Which collection do you sell more of? Stretch (classic brief, trunk, boxer brief) 70%; Trouser Boxer 30%.

How do you market your product? Our fine store partners, social media, word of mouth, hand written letters, & of course – bloggers!

What is the primary characteristic of your brand? Each jake joseph design boasts a classic elegance and is the product of our commitment to quality and comfort.  We are inspired by designs that have endured since the 1960s, to which we have added a touch of modernity.  Each garment employs the finest fabrics, stitching, and custom elastic.

What associations, qualities and images does your brand try to conjure? Warm, modern, consistent & loyal.

How would you describe the voice of your brand?  Confident.

What’s your most interesting marketing campaign to date? jake joseph motion. Women appreciate the feel of jake joseph products as much as men do.



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