Basic garments and lingerie is a topic that gets undeservedly little space here at the Manolo. Maybe because it’s a product category that is primarily associated with the tiresome machostinna advertising campaigns and generally hysterical design. The White Briefs are new Swedish brand that, on the contrary, look to the simplicity.
-The idea was born just over a year ago, when I ended up at Bjorn Borg White. We looked at grocery stores and wanted to see if we could find something similar in fashion. A simple product for our everyday needs.Then came the idea of the cleana white briefsen, which later evolved into a smaller collection of underwear and basics. The name sat there directly, “says Peter Simonsson, who along with his wife Henriette started The White Briefs.
The entire collection, which currently consists of more than 10 products, including three briefs models, t-shirts, tank tops and kimono, is made of a pure organic cotton quality called Interlock. A quality that has built-in flexibility in all directions of the fabric.
-Many which manufactures underwear chooses to mix cotton with Lycra, which we feel provides a somewhat anonymous and unchanging. We want our clothing to have get some character after use. At the same time, this is a quality with huge comfort and which, unlike many other cotton fabrics do not stretch too much after use. To the buttons, we use a material called domed Corozo, which is a kind of nut. All garments can be washed at 60 degrees, “says Peter.
If you look at a lot of today’s lingerie is very much about marketing by large logos and massive advertising campaigns.How do you see it?
-I do not understand that you as an individual want to act advertisement for something you actually buy. But we also thought, therefore, that there was a niche for a brand more clearly put the wearer in focus without visible logos. At the same time, we do not see The White Briefs as a lingerie brand, but for us, this is as much a basic garments and casual wear as underwear. Some will surely wear our t-shirts hidden under his shirt, while others wear them much more visible during, for example, Blazer or jacket.
How has it been working with this relatively simple category of products?
-After working so long with fashion so I asked me, of course, the question of whether it was going to release a brand that started from something as simple as a pair of underpants. At the same time, it was an interesting challenge to test how far it is possible to refine a product. We have always focused on the few components to make them really good.Now we will continue in the white trail but also let in other types of garments in other colors, this has been a great way to get to know and be clear on the market.
How has the response been?
-Actually exceeded expectations. We showed up the collection for the first time in Paris in October. Already, we have begun to sell some stores in Japan, New York and Paris as well as the Jus and the Nitty Gritty in Sweden. At the end of the week I’m going to Paris for the spring fair, which will be fun.
Photo: Mikael Dahl. The pictures are taken in cooperation with Bergh’s for fashion Contest Rookies & Players where The White Briefs is one of five nominees for Rookie of the year 2010.