Above all, Sloggi undergarments are designed to be extremely comfortable and are mostly made from a mix of cotton and elastane to provide support and elasticity. Micromodal and microfibre were also added to produce resistant and high-quality boxer briefs, briefs and trunks.
As it was established in 1979, Sloggi only designed women’s underwear renowned for their trendy and elegant style at an affordable price. It is only in 1986 that the brand began to design men’s underwear with a collection of briefs and boxer briefs that was extremely successful. How did the brand sell more than a billion products and establish itself as a reference in more than 30 countries? Simply by using elastane cotton, a resistant and comfortable material which offers great support and elasticity. The communication of the brand was also perfect: first selling the product and the quality of the material used by the brand and then modernising the brand image with campaigns like “it’s stringtime” in 2003 or with a collaboration with the most beautiful bottom of the world in 2007, which made the buzz all around the world. Finally, the brand chose ambassadors like Yannick Noah to efficiently appeal to customers. However, the products kept evolving over time. What was a brief collection at the beginning expanded to boxer briefs and boyshorts, and used new patterns and materials to follow the latest trends.