NEW YORK, Aug 8, 2012/ — During the pioneer days of the world wide web, internet denizens were predominantly male. With the advent of e-commerce and online shopping, women came in droves.
Brian Berger and Michael Isaacman, though it’s not trying to unseat the ladies, want the men back online and also as a legitimate fashion consumer force. How would they do it? Enter MACK WELDON, an online men’s essentials line developed with fit and function at its core, featuring the fundamental pieces that compose the base of any outfit: undershirts, underwear and socks.
“Shopping for underwear is a necessary evil that typically requires going to a department store or mall. Once you are there, it gets worse – a sea of merchandise, loud, flashy colors and inconsistent product that never fits the same,” says Brian Berger, Founder and Chief Executive Officer of Mack Weldon.
Men want shopping for underwear to be as painless as possible, so maintaining quality and consistency of fit is essential. Mack Weldon aims to offer its customer a reliable fit, making replenishment simple and quality ensured.
Each piece is engineered to promote comfort, mobility, moisture and odor management, and recovery. With a specially formulated 18-hour jersey fabric, underwear and undershirts retain their shape after repeated wear and wash with a minimal amount of shrinkage.
The line will be available on www.mackweldon.com beginning August 2012. The launch collection will include Undershirts and T’s ($28-$32), Underwear ($19.50-$24) and Socks ($12.50), each in an assortment of tasteful colors.