Interview with Bruno Schiavi of MensFit
From LoveToKnow Lingerie
LoveToKnow spoke with Bruno Schiavi, Australian lingerie designer and creator of MensFit for a reason. With so many feminine styles becoming available on the market for men, it's nice to revisit the "manly man" styles. Join us here as we talk to him about his top-selling men's underwear brand and find out more about its 2008 U.S. launch.
From Pocket Sock to Men's Underwear
How did you get started as a designer?
Well, I actually started by studying marketing and then I did design. I started with the Pocket Sock and then moved on to my other lines. To be honest, it was not really something I set out to do--become a designer. That is, I was just led in that direction and before I knew it I had four brands that I retailed internationally.
A single idea launched your company. What exactly is the Pocket Sock and where did you get the idea for it?
The Pocket Sock was my idea when I went to the gym and always used to lose my keys. So I thought, "Wouldn't it be a great idea to have a pocket in your sock to keep your money, keys or medication if you exercised? So the Pocket Sock was born. As the name suggests, it is a sports sock with a zipper compartment. It's very comfortable and very practical.
The Fame Spreads
In your opinion, what is it about MensFit that makes it the second highest-selling brand in Australia? Is it something about the materials used? The fit? The convenience and affordability?
MensFit is aimed at the guy who loves to look great, takes pride in what he wears, and likes to keep up with the very trendy underwear market.
Underwear for guys can be very expensive when you get into the major brands. My idea was to have great fabrics, such as 100 percent cottons, modal, Dupont, with exceptional fit, and great ad campaigns. I think when you combine price, trends, fabrics, and fit you have the perfect recipe for a great brand.
When you release MensFit in the United States in 2008, will it be sold only at Target, or do you plan to branch out into other territory?
I am looking at launching MensFit later next year. I am in discussions with a few major retailers in the U.S. at the moment.
Women's vs Men's
What were the challenges when you made the leap from designing women's lingerie to men's underwear?
The biggest challenge was that there really are only so many choices in men's underwear styles you can design, but thousands of choices when it comes to women's lingerie. In ladies lingerie, you basically have a clean pallet to work with in terms of colors, laces, prints, etc. With men's, it can be quiet limiting.
Women's lingerie uses all types of fabric, styles, colors, etc. Do you find creating traditional types of men's underwear stifling, or is there more going on behind the scenes of the design that the average consumer would never imagine?
There is a LOT more going on behind the scenes, and to be honest it is not stifling at all! My MensFit designs are very colorful with great elastics and fabrics. Although the traditional black and white can be boring, it all depends on how you use the black and white fabrics. Sometimes all you need is some different color stitching on a black or white garment to make it pop!!
Are all the styles and colors available in the MensFit line visible on the Jupi Corporation Web site?
No, they are not visible. I have over 250 styles and colors. It would be impossible to show them all.
Finding Success
It seems like every line you create turns to a bestseller. Do you have any tips to share when it comes to turning your dreams--your company--into a success?
NEVER GIVE UP!!! You know in every career path that you undertake you will always have setbacks. There is no easy way, but if you are determined and really love what you do, then you have no reason to fail.
The key is to believe in yourself and in your dream. Just because you get a lot of NO's from people, it doesn't mean that your dream is over. If anything that should make you even MORE determined. I have a saying: Find your obsession, make it your passion and you will never work a day in your life!
A Final Note
Look for MensFit in the United States in 2008! For now, you can visit Jupi Corporation to view some of the styles as well as Bruno Shiavi's other lines.
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