One of America’s top-selling underwear brands is going tagless. According to a press release yesterday, Hanes is removing those pesky tags across their entire brief, boxer, and boxer brief lines. Brought on by the enormous success of their tagless undershirt line, Hanes has already begun to market the change as a dedication to comfort and innovation.
“As a brand, our mission is to deliver consumer-driven product innovations for superior comfort with enhanced fit,” said Sidney Falken, Chief Branding Officer of Hanes. “Tags continue to be a significant irritant for our consumers, so we sought to address this issue across all of our styles of men’s underwear bottoms. We consider ourselves to be comfort innovators and we strive to deliver both physical and emotional comfort with all of our products. Our ultimate goal is perfect comfort, without a distracting tag.”
Michael Jordan will continue to herald the brand, and several upcoming television adverts starring the sports demigod will highlight Hanes’ announcement.