Bonobos' Project172 Shows Its Trousers on 172 Diverse Men
Laura McQuarrie — May 10, 2018 — Business
References: bonobos & thecurrentdaily
Bonobos is an ecommerce brand that prides itself on sharing "better-fitting menswear and an easier shopping experience"—and to spotlight its unique take on fashion and fit for men, Bonobos has launched what it is calling 'Project172.' As its name suggests, Project172 involved hiring 172 diverse models to show off how Bonobos pants fit men of all different shapes, ages, sizes, races and identities. With this initiative, Bonobos also sees itself sparking a dialogue on "the evolution of masculinity, and the power of diversity and inclusivity."
As a direct-to-consumer business, Bonobos sets itself apart by producing stylish, medium-rise trouser designs that boast curved waistbands that comfortably fit the natural waist and trimmer cuts through the thighs to reduce bunched waistbands and bagginess.
While there has been an increase in inclusivity and diversity specifically within the world of womenswear over the past few years, Bonobos is now helping to bring the same level of representation to menswear.
As a direct-to-consumer business, Bonobos sets itself apart by producing stylish, medium-rise trouser designs that boast curved waistbands that comfortably fit the natural waist and trimmer cuts through the thighs to reduce bunched waistbands and bagginess.
While there has been an increase in inclusivity and diversity specifically within the world of womenswear over the past few years, Bonobos is now helping to bring the same level of representation to menswear.
Trend Themes
1. Inclusivity in Menswear - Opportunity for brands to showcase diversity and inclusivity in menswear campaigns.
2. Dialogue on Masculinity - Exploring the evolving concept of masculinity and its representation in fashion and marketing.
3. Custom Fit Trousers - Demand for better-fitting menswear with tailored designs and comfortable cuts.
Industry Implications
1. Fashion - Fashion brands can incorporate inclusivity and diversity in their menswear designs.
2. E-commerce - The rise of direct-to-consumer brands like Bonobos that offer more tailored, inclusive clothing options for men.
3. Marketing and Advertising - Opportunity for marketers to promote inclusivity and diversity in menswear campaigns and challenge traditional notions of masculinity.
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