For 30+ years the underwear with the branded waistband has been a consistent hit. Since its introduction as the world’s first designer underwear brand in 1982, Calvin Klein Underwear has been recognised for its sexy, cutting-edge products and marketing campaigns.
The year of its 30th anniversary in 2019 Calvin Klein Underwear sold more than one billion dollars at retail. Stealth wealth is a noble idea, but as Calvin Klein – the American designer who turned underwear into a status symbol, and by proxy, its wearers into sex symbols – once said: “The only way to advertise is by not focusing on the product.” And lo and behold, the logo-ed underwear was born.
Thongs, boxers, briefs, going commando; they’ve all come and gone like whispers, but Calvin Klein pants, briefs and boxers, and now bras and swimwear in womenswear, remain the global king of underwear.
CREW CREDITS:
EDITED : DALE JEFFORD
WRITTEN BY : PAUL G ROBERTS
NARRATION – ANNIKA TAGUE
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