The Stone Age Of Men'S Underwear Is Long Past.

The men in the streets are wearing baggy jeans, and the fabric on the crotch is wrinkled without image. This era is over.

Tight jeans, tailored trousers and fitted Oxford shoes have become standard for men, and underwear can no longer abuse cloth.

In those days, men only needed to choose one of them in trunks and pants, but now they have more choices.

Five years ago, Tom Paterson sold medical equipment during the day, and was a loyal audience of the The Big Idea, which was hosted by consumer news and CNBC Donny.

"All products or services displayed in the program are products of discontent in personal life," Paterson recalls.

"I find myself looking around and asking myself," what can I improve? "

During the financial crisis, Paterson was sacked and lost six years of sales work.

In this frustrating day, he discovered one of the most annoying fashion problems he faced in his past work was actually the material problem - the shirt was always loose and the waist was bulging.

Paterson studied the best seller in high-end department stores.

Thanks to the positive feedback from the pilot, Paterson and his girlfriend moved to Santiago to choose a manufacturer and set up the Tommy John company.

Although it is only three years old, its product has been sold to high-end department stores such as Sax (Saks), Neiman Marcus and Nodes Tron (Nordstrom). The total sales volume in the past year has reached US $1 million 500 thousand, which has increased significantly compared with the US $900 thousand in 2010.

Paterson predicts that the company's revenue in 2012 will increase to $400-600.

This week, the company launched a series of new men's underwear in Neman Marcus and Nord.

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Paterson said: "most men need to wear different underwear in their work units and gymnasiums, which are suitable for wearing in two environments. It even has a small pocket that can accommodate the wearer's iPod."

Paterson did not want to stop in underwear. In fact, he was preparing to enter other men's personal clothing, such as socks or bathrobes.

He wants his customers to give up the tried and tested way to replace the old ones: underwear has been bought for a long time before they buy new ones, and they intend to encourage men (or women) to buy them, or just need some underwear to match their coats.

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Tommy John is not the only company that has such ambitions.

Lingerie giant Jockey has also launched a new Stay Cool product line, with Denver wild horse quarterback quarterback Tim typer as spokesperson, aiming to change the rules of the underwear industry.

"Men have begun to value the functional advantages of underwear," says Destin Cohen, chief marketing officer at Jockey.

The company's Stay Cool underwear is similar to the spacesuits worn by the NASA astronauts, emphasizing its breathability.

He said: "I think men's attention to clothing is catching up with women.

Ladies are very concerned about clothes. They always hope that they will be prettiest.

Now men are also paying attention to this problem.

Cohen said that tiger is an ideal spokesperson for the product, because he caters to both male and female preferences.

"He is a genuine and credible athlete, which makes him appreciate the man deeply, while the ladies like his personality and handsome appearance."

Considering that Jockey already has a huge customer base, it will certainly not be a bad thing for the company to abandon the old and replace it as soon as possible.

Marshall Cohen, chief industry analyst at NPD Group, a consumer market research firm, points out that in recent years, men's fashion industry has undergone significant changes in general.

"Over the past two years, men have been paying more and more attention to fashion, which is more important than the decades since 70s."

Cohen said today men

As for small companies such as Tommy John competing with Jockey and other underwear giants, Cohen believes that the market allows two kinds of companies to coexist.

"There are two window of opportunity in the market.

Emphasize individuality and personality, aim at high-end consumers, or make the best of uniqueness and personality so that consumers can understand and love your brand.

Will men's underwear industry also be born with a Victor s? Cohen says we can't expect too much. He stressed that although the market for men's body clothing is growing, it is still only half the size of women's underwear market. "S Secret"

To be sure, men's underwear is coming out of the stone age. Small companies such as Tommy John can't be ignored.

"Do you ask me if I think innovative small companies can affect the market situation?" of course.