Frederick’s of Hollywood revisits its history and launches a new men’s collection for the holiday season. When most men think of the brand, they picture buying their girlfriends or wives lingerie, but that’s not all they sell. Talking to WWD, Authentic Brands Group senior vice president of lifestyle, Dana Carpenter, explains, “We’ve actually had men’s wear before, all the way back to the 1950s. It’s a really unique part of our archives.”
Joining brands such as Fenty, who are looking to court men when it comes to underwear and loungewear, this is just the beginning for Frederick’s of Hollywood. “we already have a male consumer who shops with us,” shares Carpenter. “With the way the consumer is engaging with us online and on social media, we’re excited about having a new set of eyes and a new consumer to dress and wardrobe.”
Frederick’s of Hollywood’s new men’s collection makes its debut November 24, 2020, with a selection of boxers, briefs, pants, robes, thongs, and PJ sets, available in two styles, “Brad” and “Dylan.” The line retails from $29.50 to $79.50.