SLY Underwear is an Australian underwear label from the Gold Coast. The Underwear Expert says "their youthful flair and artistic expression is the trademark of SLY"[1]. The brand is designed for the fun and confident man [1]
History
editSly was created in 2010 by Australian teen-entrepreneur Dan Murray at the age of 17 years old. He found a gap in the underwear market between high price designer garments and corporate mass produced garments [2] and had the idea to create a range of comfy and fun undies that were affordable to all[3]. He started selling undies from the back of his van at festivals and as the demand grew quickly, Sly became available in more than 300 stores across Australia by 2012 [4]
Marketing
editSly markets the Gold Coast lifestyle and the idea that Sly underwear is so clever you could wear it out. In 2011 the brand partnered with pop group Justice Crew [5] [6]. Since then the brand has been endorsed by other celebrities, including X-Factor winner Reece Mastin and American actor Anthony Anderson.
Youth
editSly is constantly constantly bringing young designers on board and partnering with local tattoo and graffiti artists to keep the youthful attitude that made the brand popular[7]. The brand also sponsors young athletes and entertainers.
References
edit- ^ a b http://www.underwearexpert.com/2012/07/sly-cop-issue-red/
- ^ http://www.smartcompany.com.au/start-up/20110419-2011-hot-30-under-30/4.html
- ^ http://www.dynamicbusiness.com.au/entrepreneur-profile/dan-murray-sly-underwear-business.html.
- ^ http://www.underwearexpert.com/2012/01/man-behind-the-brand-dan-murray-of-sly-underwear/
- ^ http://www.smartcompany.com.au/start-up/20110419-2011-hot-30-under-30/4.html
- ^ http://mobilemakeup.com.au/australias-got-talent/
- ^ http://www.underwearexpert.com/2012/01/man-behind-the-brand-dan-murray-of-sly-underwear/