Maternity lingerie brand HotMilk has broached the men's market with the launch of MilkMan.
The initial launch will see two styles released into the market - Best Mate brief and Hard Man trunk. Produced from 95 per cent cotton and five per cent elastane, the garments will feature a 1 5/8 inch elastic waistband.
MilkMan will be available in sizes S to XXL and in hues of blond, concrete, black and blue. Briefs will retail at $24.90 while trunks will be priced at $29.90, with both scheduled for store deliveries in August 2011.
As reported in Ragtrader magazine recently, Hotmilk is in the midst of a strategy to increase its stockist numbers to 2000 by the year 2013. It is currently stocked in 47 countries; including 88 retailers in New Zealand, 292 in Australia, 159 across Europe, 131 in the UK, 72 in Canada and 67 in the US.
Last year, the brand appointed former head of design for Bendon to its ranks. Sue Dunmore spent more than a decade at the lingerie giant before moving to the position of Hotmilk general manager of design in November.
MilkMan: Latest addition to the HotMilk stable.
