Bonds, the Aussie Underwear Made for Down Under, Makes its U.S. Debut

Rhea-AI Summary

Bonds, the iconic Australian underwear brand with over 100 years of history, announces its entry into the U.S. market with its 'Made for Down Under' campaign. The launch features Australian celebrities Robert Irwin and Tkay Maidza in a creative campaign showcasing the brand's comfort while posing with real snakes and spiders.

The brand's U.S. product lineup includes:

• Chafe Off™ with bamboo viscose and anti-friction features
• Icons range for women
• Originals collection
• X-Temp Air with cooling technology
• Everyday men's underwear
• Bonds Chesty Tanks

Available exclusively on Amazon and bondsaustralia.com, Bonds offers sizes XS-XXL for women, S-3XL for men, and 32A-38DD for bras. The brand is offering 25% off first orders with free shipping and a First Pair Guarantee. The marketing campaign will run across OOH, digital, social, podcasts, and connected TV throughout the year.

Positive

• Expansion into large U.S. market represents significant growth opportunity
• Strong brand presence in Australia with average of 12 Bonds products per household
• 17,000+ five-star product reviews demonstrating strong customer satisfaction
• Comprehensive marketing campaign across multiple channels

Negative

• distribution channels (only Amazon and direct website)
• Entering highly competitive U.S. underwear market as new brand
• Significant marketing investment required for brand awareness

Insights

Financial Analyst

Hanesbrands' expansion of its Bonds underwear brand into the U.S. market represents a strategic attempt to diversify revenue streams, though with initial distribution channels. The exclusive availability through Amazon and the brand's website indicates a cautious entry strategy that minimizes fixed retail costs while potentially maximizing direct-to-consumer margins.

The company is clearly investing in brand awareness through a comprehensive marketing campaign across multiple channels (OOH, digital, social, podcasts, and connected TV) featuring recognizable Australian personalities. While this suggests a meaningful marketing expenditure, the article provides no financial guidance on expected returns or revenue projections.

This expansion comes at a critical time for Hanesbrands, which has been struggling with declining innerwear sales in recent quarters. The decision to leverage Bonds' premium Australian positioning and 100-year heritage might help differentiate it in the highly competitive U.S. underwear market.

However, the e-commerce-only distribution strategy may limit initial market penetration, and the company faces significant challenges from established U.S. competitors with stronger brand recognition and wider distribution networks. Without specific financial projections or metrics to evaluate the potential impact on Hanesbrands' $2 billion market cap, investors should view this as a modest growth initiative rather than a transformative development for the company's financial outlook.

Legendary Australian brand hits the U.S. market with a heavy dose of cheek and dead-serious comfort, featuring Aussie stars Robert Irwin & Tkay Maidza

WINSTON-SALEM, N.C.--(BUSINESS WIRE)-- Bonds, the iconic Australian underwear brand trusted by Aussies for more than 100 years, is bringing its “Made for Down Under” comfort to the U.S. Known for keeping Aussie bums, boobs, and bits comfy with hardworking underwear, Bonds creates essentials built to handle whatever life throws at you.

Bonds, the legendary Australian brand, hits the U.S. market with a heavy dose of cheek and dead-serious comfort, featuring Aussie star Robert Irwin.

“We’re thrilled to introduce our iconic underwear and signature Aussie spirit to the U.S.,” said Tanya Deans, President of Bonds Australia. “Americans might wonder - how are Aussies so laid back in a land filled with dangerous creatures like sharks, spiders, crocs, and snakes? The answer is simple: They’re all wearing Bonds.”

The creative campaign, Made for Down Under, brings that signature Aussie charm stateside, featuring conservationist and TV personality Robert Irwin (yes, that Irwin) and rising hip-hop star Tkay Maidza. Shot with real-life snakes and spiders, the fearless Australian spokespeople effortlessly model their favorite Bonds undies while posing in the midst of danger. Bonds has their backs – and bums – covered.

The Made for Down Under national campaign will roll out across OOH, digital, social, podcasts, and connected TV beginning in April and running through the rest of the year.

“We cannot wait for our U.S. mates to experience Bonds for the first time,” said Tanya Deans. “The average Aussie has 12 Bonds products in their home. We’re quite literally the first thing people put on in the morning, and the last thing they take off at night. Now, we’re excited to help Americans level up their top drawer with down under comfort.”

With more than 17,000 five-star reviews and a reputation for being wildly comfortable, Bonds boasts seriously ultra-soft, high-quality fabrics designed for all-day wear. Sizes range from XS-XXL (Women’s), S-3XL (Men’s), and 32A-38DD (Bras).

Here’s what’s dropping in the U.S.:

• Chafe Off™- Say goodbye to chafing and g’day to all-day comfort thanks to super soft viscose from bamboo and features like inner thigh panels to keep you friction-free.
• Icons – Bold, fresh, and effortlessly cool. Our Icons range are beloved wardrobe staples for women, blending cotton comfort with modern, seamless designs.
• Originals – The Aussie OG undies, now stateside. Sleek and comfy, and built to last.
• X-Temp Air – Innovative cooling technology that responds to your body heat (because no one wants a sweaty down under).
• Everyday – Classic, no-fuss, and unbelievably soft men’s trunks and boxer briefs.
• Bonds Chesty Tanks – This timeless Aussie icon is known for its simple, easy-going comfort. Slim fit, stretch cotton and made to layer or wear solo.

Bonds is available exclusively in the U.S. on Amazon and at www.bondsaustralia.com. Americans who want 25% off their first order and free shipping can sign up online and enjoy our First Pair Guarantee—if you don’t love it, it’s on us.

YouTube Links
Bonds, Made for Down Under ft. Robert Irwin – https://youtu.be/e6uj9VFINuI
Bonds, Made for Down Under ft. Tkay Maidza – https://youtu.be/UuMNgmKWBVE

About BONDS
Bonds has been keeping Aussie boobs, bums and bits covered and comfy for over 100 years. From lucky undies on the sports field, to a hundred summers in the humble Bonds Chesty tank – it’s a lifetime of Aussies wearing Bonds, the common ground we all share. Bonds, made for down under.

About HanesBrands
HanesBrands (NYSE: HBI) is a global leader in manufacturing basics and Innerwear brands that are synonymous with comfort, quality, and value, and have been trusted by consumers around the world for generations. Among the company’s iconic brands are Hanes, the leading basic apparel brand in the U.S.; Bonds, an Australian staple since 1915 that is setting new standards for design and innovation; Maidenform, America’s number one shapewear brand; and Bali, Americas number one national bra brand in the U.S. HanesBrands owns the majority of its worldwide manufacturing facilities and has built a strong reputation for workplace quality and ethical business practices.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250403400697/en/

Media Contact:

Caitlin Kahle, Ckahle@duffyshanley.com, (401) 286-6286

Source: HanesBrands

FAQ

What products is Bonds launching in the US market?

Bonds is launching Chafe Off™ underwear, Icons range for women, Originals collection, X-Temp Air with cooling technology, Everyday men's underwear, and Bonds Chesty Tanks.

Where can US customers buy Bonds underwear?

Bonds products are available exclusively on Amazon and www.bondsaustralia.com in the US market.

What sizes does Bonds offer in their US product line?

Bonds offers sizes XS-XXL for women, S-3XL for men, and 32A-38DD for bras.

What special offers are available for first-time US Bonds customers?

First-time customers get 25% off their first order, free shipping, and a First Pair Guarantee (full refund if not satisfied).