PROFILE L et’s face it, while underwear has come a long way over the years, opportunities for improvement are relatively limited, which is why 2UNDR is turning heads with its unique design. 2UNDR is bringing disruption and com- fort to men’s performance underwear with a line of products inspired by — of all things — the kangaroo pouch. “Nature has an answer for everything,” explained Jack Curry, vice president of sales for the brand. “When our designers sat down to change men’s underwear, they had a great idea to mimic the pouch that kangaroos use to transport their young. The result was the Joey Pouch, an all-new pocket that separates man’s most valuable assets from the body — provid- ing much-needed support and comfort throughout the day and night.” The patented Joey Pouch, which is featured in all 2UNDR’s styles, reduces skin-on-skin contact, while also improv- ing airflow, said Curry. In addition, all 2UNDR products come with a No-Drip- Tip thermal reduction fabric that quickly disperses unwanted moisture. “Our garments use a process called capillary action, to draw moisture off the surface of the skin and spread it over a larger area,” said Curry. “This works in conjunction with a hydrophobic inner lay- er, which repels moisture from the skin.” What’s more, 2UNDR products fea- ture a roll-resistant, high-quality nylon yarn waistband that prevents digging and irritation, along with flatlock stitch- ing and construction seams that are in- telligently placed to avoid potential rub zones. They also come with an easy access fly for increased airflow. Along with the techni- cal advances, 2UNDR briefs come in fun and original prints. Recent examples include guitars, cas- sette tapes, camouflage, tacos and margaritas. In other words, these are no ordinary underpants. “Retailers love the fact that we’re offering a profitable new product with some unique features that make them different from the other leading performance underwear provid- ers on the market,” explained Curry. The company currently sells to a network of more than 5,000 golf shops across the U.S., as well as roughly 300 specialty running and outdoor/lifestyle providers and more than 450 fine menswear haberdasher- ies. Some of 2UNDR’s biggest cus- tomers include Dick’s, Golf Galaxy and the PGA Tour Superstore. Curry attributes 2UNDR’s early suc- cess to the hard work and enthusiasm of its dedicated national sales force, which is backed by an experienced management team. This sales force is known for providing creative and effec- tive displays, offering generous product test opportunities, and hosting flexible and profitable special event programs. In addition, the company offers liberal freight and restock programs. “We also have very manageable sales programs that give all retailers the opportunity to become affiliated with us,” said Curry. “We offer a simple reorder stock program, enabling them to gain excellent turns and profitable margins.” Heading into 2021, 2UNDR is offer- ing a line of products including Swing Shift briefs for golfers, Day Shift for casual daily wear, Power Shift for pro athletes, and Night Shift for leisure wear. The company also offers long johns for cold weather use and a branded NCAA line for students and alumni to show their colors. “Right now, our Swing Shift is definitely our top seller,” explained Curry. “We also have exciting new spring/summer ‘21 collections avail- able with fun new prints in briefs, and some new extensions of our brand in ‘work from home’ wear in- cluding socks and hats.” 2UNDR also offers various lines of premium button downs, pullovers and polos for customers. Despite the rocky road that has been a part of navigating the COVID-19 pandemic, Curry believes 2UNDR is fir- ing on all cylinders heading into 2021. “We experienced some cancelled orders, just like many manufacturers did,” said Curry. “However, we man- aged our staff layoffs and payroll to re- main solvent. We also boosted our on- line website presence, and we were in an excellent stock position to serve our most loyal customers to ensure once they reopened, they were able to tran- sition to any business they were able to secure. We’re confident about our over- all operations, and we’re ex- cited to begin a new year.” m InsideOutdoor | 37 2UNDR Disrupts Men’s Underwear Market