Hanes underwear gets the Tagless treatment

WINSTON-SALEM, N.C. — Hanes is bringing its Tagless concept to its men's underwear bottoms.

A decade after introducing its Tagless undershirts, the brand said the introduction of its Tagless briefs, boxers and boxer briefs are designed to address the unmet needs voiced by male consumers and underscores the brand's continued commitment to ensure the ultimate in comfort with each new product innovation.

As part of the launch, Hanes has debuted a new marketing campaign to support the new Tagless underwear, including new television advertising spots on high-profile entertainment and sports programming.

"As a brand, our mission is to deliver consumer-driven product innovations for superior comfort with enhanced fit," Hanes chief branding officer Sidney Falken said. "Tags continue to be a significant irritant for our consumers, so we sought to address this issue across all of our styles of men's underwear bottoms. We consider ourselves to be comfort innovators and we strive to deliver both physical and emotional comfort with all of our products. Our ultimate goal is perfect comfort, without a distracting tag."