I had the great privilege last week to sit down with a founder and designer of a brand new underwear brand. Adam Russell is that new designer and founder of a company called Edge apparel. And he and I sat down to share some thoughts on underwear and what made edge the soon to be cutting brand.
Adam had a background with the corporate world and got to a place where he wanted to look for something that he would like to do day in and day out. Edge was his answer. He wanted to build a brand that would reflect a core desire, to feel good and sexy in what you are wearing. Looking around he felt that things today were becoming too skimpy, too dainty. He wanted to make something bold, powerful.
Edge underwear has a selection of striking color combination, a bold waist band with his catchy logo design, and a solid piping. All of these items were essential to creating the powerful brand imaging that Adam felt was lacking in the market today. He wanted to bring out another voice in the underwear market. One that crosses over from athletic to everyday, from sexy to comfortable.
Athletic brands have seen a resurgence lately with ultra-masculine brands like Jack Adams and Pump, so how is this different? Well, in my mind, it is that Sporty Chic kind of style. Emphasis on the word Sporty. It is the pickup game of baseball at the local school, it’s backyard football.
One of the biggest things, he wants the size on the underwear to actually be the size that fits. He felt that often you try a new brand or a new style. You buy the size that you think would fit. Your traditional department store size, but come to find out it’s too small. For those who sit at the higher end of any size (big shout out to those 30” waists with a booty, I feel ya). when a brand runs small, pairs no longer fit. He is seeking to make a small an S, medium an M, large an L, etc. For instance, I have a 30” waist and fit very comfortably into a Small.
The current pairs come in two different cuts, a brief and a boxer brief (close to a trunk). There are 4 different color combinations. The pink/black is only in the boxer briefs and the red/grey is only in the briefs. Those pairs are special in another way too. The purchase of those pairs will donate a portion of the cost to breast cancer and muscular dystrophy. The blue/yellow and the black/yellow can be purchased in either briefs or boxer briefs.
And folks, this is just the beginning. Edge will also feature t-shirts, hoodies (which look amazing), hats, and more. Eventually Adam hopes to launch edge with women’s cuts and styles as well. He wants Edge to be all encompassing. Which is why you will find edge4men (all men), edge all day (more gay oriented), edge4women (all women) and simply edge underwear. He really does have a growing vision of where edge will go.
So when can you buy them? The official launch date for the edgeunderwear.com site will be November 9th. Currently the site will be the main place to purchase all edge products. Supplies will be limited so don’t delay if this new brand catches your eye. A launch event has not been scheduled yet but will most likely occur in the proceeding months in the perfect (I’m not bias) city of Seattle. Look for this brand because it truly does have the potential to be the new, cutting edge.
