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

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
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
- 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
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
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Media Contact:
Caitlin Kahle, Ckahle@duffyshanley.com, (401) 286-6286
Source: HanesBrands