Women’s lingerie isn’t the only category jumping off the shelves for Valentine’s Day. A new line of men’s underwear dropped just days before the holiday.
On Friday, Mike Grillo, the co-founder and CEO of New York-based Gravity Products—known for its weighted blankets, bedding, robes and pillows—debuted a line of classic boxer briefs designed by apparel and homewares designer Ron Chereskin.
The brand, dubbed MDRNST, launched with a single boxer brief style in four patterns and 13 color ways. A reimagined silhouette is 1.5 inches shorter than a standard boxer brief, preventing bunching, but is longer than a standard trunk, which can tend to ride up, the brand said in a statement. The garment’s pouch was redesigned with an extended inseam for greater comfort and support, along with a wider, more flattering waistband. The style is crafted from a soft cotton-modal-Spandex blend that promotes breathability while wicking moisture away from the body.
“I was already engaged with Ron through Gravity Products on more fashion-forward designs for weighted blankets that the brand is known for,” along with sheets and a weighted bathrobe, Grillo told Sourcing Journal. As the two entrepreneurs and designers engaged in conversations about future products, “there was mutual interest in resurrecting his apparel brand as a separate entity by combining his impeccable eye for design and my expertise in brand building,” he added.
Chereskin had been eager to revisit his menswear roots, and the two decided that underwear would be an ideal place to start. With many shoppers spending more time at home, comfortable apparel—especially basics—have become pandemic staples. “I was up for the challenge of designing a unique, quality product that cuts the market down the middle from a price perspective, while still delivering stunning construction and imaginative design,” Chereskin said.
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“What makes MDRNST different are Ron’s skills as a designer,” Grillo said, touting the brand’s exclusive prints. Chereskin, who has been designing apparel and illustrating since the ‘70s, is known for bold, graphic motifs and patterns, and has permanent works on display in the library of the House of Representatives and the Museum of Modern Art in New York.
The small collection is produced in Japan at a factory that services many large fashion players in the intimates category, Grill said. “We’re able to offer well-crafted underwear that fits impeccably, is high quality and at a lower price point than many of our competitors,” he said. The boxer brief, priced at $28, will be sold through the brand’s website, mdrnst.nyc, and through select underwear subscription boxes to start, and MDRNST is also in talks with retailers about carrying the line.
Chereskin expressed a desire to “expand into other categories such as other silhouettes of underwear and knitwear” beyond the introductory silhouette. “We’re starting small and focused, and building into analogous categories when it makes sense,” Grillo said. “I’m trying to push Ron to bring back his iconic sweaters, so we’ll see what the future holds.”