VANCOUVER, BRITISH COLUMBIA--(Marketwired - Aug. 7, 2014) -
Editors Note: There is a photo associated with this press release.
In the world of fashion, underwear means big business. Recent figures released by NPD Group Inc., a leading market research company, reported that men's and women's briefs make up approximately 33% of the global $70 billion intimate apparel industry. With a shift in men's apparel sales trending up, rising 5% from last year, it's no wonder industry competition is intense. In a cluttered landscape of over 500 competitors in the underwear business, the question becomes: what can the next underwear company do to stand out? If following the lead of established brands, it would involve marketing a quality product with traditional distribution.
Enter a new model in the underwear business: product differentiation accomplished by using technical fabric solutions sold through new and innovative channels. This is exactly the strategy 2UNDR, a producer of men's underwear, had in mind when they signed a five-year deal with Garmatex to place CoolSkin(TM) fabric in their Gearshift briefs.
Incorporating Garmatex's proprietary technology to line the front of 2UNDR's Gearshift underwear provides a distinct advantage that most regular underwear does not - keeping the wearer cool when they need it the most. Coldskin(TM) embedded technology allows the wearer to remain dry and supported, dissipating heat from key areas and reducing body temperature by three to six degrees, depending on the level of activity.
Jeff Williams, 2UNDR's VP of Marketing says: "There are a lot of companies out there making compression and quick drying underwear but 2UNDR has been able to stand out by really improving the technology behind underwear."
This strategy has worked well for 2UNDR who launched the product internationally at the PGA Show in Orlando in January - especially when paired with an innovative approach to distribution. By placing their briefs in front of distributors that understand technical fabric solutions in the sporting industry, 2UNDR has been able to create a niche for itself, retailing in pro golf shops where there are few if any competing brands and effectively building a new category for the golf industry.
"Unique distribution, along with Coldskin(TM) technology, has provided 2UNDR with the product differentiation it needs to gain a competitive-edge in the fast moving, hyper-competitive underwear industry," says Martin Doane, Garmatex's CEO. "We are very excited to work with 2UNDER. It's a true endorsement of our capabilities and we're looking forward to boosting Garmatex's presence in the underwear market as it continues to prosper on a global level."
2UNDR's Gearshift underwear is currently worn by a number of professional sporting enthusiasts, including long drive world record golfer Mike Dobbyn, 13-time PGA Tour winner David Toms and motocross pro Ronnie Renner, to name a few.
About Garmatex Technologies Inc.
Headquartered in Vancouver, B.C., Garmatex is fast becoming a market leader in bleeding-edge, scientifically-engineered fabric technologies. It harnesses advanced, nano-level processes that manipulate raw textiles and alter fabric molecules, to provide superior materials that perform under extreme conditions. Garmatex offers innovative solutions for athletic and lifestyle apparel as well industrial and commercial products. Its current products and fabrics include: Kottinu(TM), T3(R), Bact-Out(R), CoolSkin(R), WarmSkin(R), IceSkin(TM), ColdSkin(TM), SteelSkin(TM), Satinu(TM), SlimSkin(TM), AbsorbSkin(TM), CamoSkin(R) and RecoverySkin(TM). Going forward, Garmatex plans to expand its portfolio by collaborating with leading research and development teams, to produce textiles that improve the health, well-being and effectiveness of people and products. Garmatex was founded in 2012 and has offices in Canada, the US, Barbados, Taiwan and the Netherlands. For more information on Garmatex, visit www.garmatex.com.
Inspired by the kangaroo-pouch, 2UNDR provides top-of the-line, high performance men's athletic underwear, with the versatility of everyday use. 2UNDR harnesses advanced fabric technologies to offer additional support and improved airflow to keep wearers cool during intensive sporting activities. 2UNDR(TM) was founded in 2012 by Harris, Williams Design Inc. and is head-quartered in Vancouver, B.C. Its undergarments currently retail in over 400 apparel stores across Canada, and the company serves a number of international markets, including UK, USA, Spain, Portugal, Sweden, Denmark, UAE, Qatar, Dubai and Puerto Rico. Gearshift underwear currently retails for $29.95. For more information on 2UNDR, visit www.2undr.com.
Forward-Looking Statement Disclaimer
Statements contained in the Press Release that are not historical facts are forward-looking statements, which are subject to a number of known and unknown risks, uncertainness and other factors that may cause the actual results to differ materially from those anticipated in our forward looking statements. Although we believe that the expectations in our forward looking statements are reasonable, actual results may vary, and we cannot guarantee future results, levels of activity, performance or achievements.
To view the photo associated with this press release, please visit the following link: www.marketwire.com/library/20140806-2undr800.jpg.
FOR FURTHER INFORMATION PLEASE CONTACT:
Peak Communicators Ltd.
Peak: (604) 689-5559
Source: Garmatex Technologies Inc.