Dive Brief:
- Hanes is collaborating with Urban Outfitters on a 28-piece innerwear and apparel collection, according to a press release Wednesday.
- The capsule, dubbed Hanes Heritage x Urban Outfitters, includes menswear and womenswear and features a “new take” on basics, including boxer briefs, ribbed tanks, crew socks and T-shirts. It also includes oversized T-shirts, cropped sweatshirts and boxers with a heritage Hanes logo to “symbolize vintage Americana.”
- The collection is available exclusively through Urban Outfitters at select U.S. retail locations and its e-commerce site. Prices in the collection range from $10 to $45, per the release.
Dive Insight:
Since selling the Champion brand, Hanes holding company HanesBrands has been focused on strengthening its innerwear segment. The company is focused particularly on various marketing initiatives to attract a younger consumer. The collaboration with Urban Outfitters seems to be another part of that playbook.
In the release, HanesBrands Chief Design Officer Jane Newman said the capsule offers a youthful and vintage take on Hanes’ staples and added that the collaboration offers Hanes a new platform.
HanesBrands returned to revenue growth in Q4 of 2024, with a 4.5% year-over-year increase to $888 million. Earlier this month, the company announced that CEO Steve Bratspies would step down at the end of 2025 as the company heads toward “the next leg” of its journey.
Meanwhile, the Urban Outfitters brand has seen consistent revenue declines at its holding company Urban Outfitters Inc., while sister brands, Anthropologie and Free People, log gains.
In Urban Outfitters Inc. Q4 results reported Wednesday, the brand, which accounts for 22% of company sales, saw a 3.5% sales decrease. However, its trends are improving and could return to positive sales growth in fiscal 2026, according to David Swartz, senior equity analyst at Morningstar Research Services.
Overall, Urban Outfitters Inc. reported total Q4 net sales of $1.64 billion, a 10.1% increase year over year.
