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How Men’s Underwear Has Adapted to a New Male Reality

Join Theory, Google, H&M, McKinsey, Foot Locker, Lafayette 148, LL Bean, the Retail Prophet and more at Sourcing Journal’s Virtual Sourcing Summit, R/Evolution: Overhauling Fashion’s Outmoded Supply Chain, Oct 14 & 15.

Men’s underwear brand Saxx began as an idea that its founder, Trent Kitsch, developed on a fishing trip. During the trip, Kitsch spent a great deal of time walking around in tight-fitting, chafing waders. As he continued on his trip, wincing with each new spot of skin his poorly made underwear left irritated, Kitsch had…

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