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For some guys, it's all about what's underneath. Underwear is a game, and navigating through the plethora of brands, fits, styles, fabrics, and colors is the challenge. Here, Racked investigates what differentiates a boxer from a brief, a slouch to a pouch, and what fit works best for what personality—directly from the source.
Baskit Wear CEO and Head Designer Eric Schwers is a self-proclaimed "hands-on CEO." He launched his collection of men's underwear to create a product that speaks to a broad range of guys—actually, to every single guy. He's recently fixated on designing the perfect boxer short, has crafted a product made out of beachwood, and believes that your underwear should only have one key purpose: To fit your body like a glove. Here, we chat with Baskit Wear's main man about what goes on below the belt.
What makes your product range unique?
Quality. Comfort. Style. Fit. Baskit Wear combines all these qualities in some pretty amazing underwear. We offer it in a variety of collections that speak to a broad range of guys. So within Baskit, there is an option for every type of guy in the market for underwear. Beyond just offering a great range of selection, we have various fitting styles (brief, jock, boxer, jock brief, trunk, etc.) in almost every collection. Unlike a lot of competitors, we only use top quality fabrics, the best waistbands, and proven stitching to extend the life of each pair and we've been told our fit for an athletic man is simply unparalleled.
Who would you say is your target demographic? What are their interests? Where do they live?
Our brand speaks to a very wide audience of men everywhere. The interesting thing about underwear is that you can never really say who is wearing your product. From e-mails we receive from customers, it seems our range appeals to men 25-45 years old that are stylish, fit, confident, active, and professional. While this is our target, we are always pleased to see a broad range of guys wearing our waistband.
What is your role on a day-to-day basis?
That can vary quite a bit, actually. I am a very "hands on" CEO, so one moment I can be working on a new design concept, the next I am in a sales and marketing meeting making sure the business is operating effectively. Sometimes, I even try to address customer e-mails or customer service issues. For me, it's important to manage the company but stay near our customers and the experience they have with both our company and our products.
If you had to recommend one product from your line that every man should own, what would it be and why?
Every guy should have a pair of fine underwear. Something you wear out when you want to take it up a notch. Something that the minute you slide it on the whole vibe changes. For me, it's our (de)LUXE collection. This range is made from an amazing Modal which is basically fabric derived from beachwood. It has the most amazing soft feel to it and it fits your body like a glove. This is the pair of underwear you wear under your tuxedo out on the red carpet. Okay, so most of us don't walk the red carpet but we do have important business presentations, weddings, and stellar nights out on the town!
Where do you seek inspiration for your designs?
Loaded question! I find inspiration in a lot of things. One of our collections is called "Body Art." It's inspired by an intricate and colorful Japanese street gang tattoo that I spotted on a head-to-toe inked guy at the gym I go to. After we became friends, I designed a collection based on the actual tattoo. Another collection, "Baskit Beauties," had vintage pin-up girls on it that I first saw painted on the nose of a US military plane. So for me, inspiration is everywhere I go, literally, but no matter what, it's always very personal.
What are you working on now? What can we expect next from the brand?
Right now I am sort of fixated on making a really good boxer short. One of my goals has always been to make a pair of underwear for every guy for any occasion. The simple fact is that a lot of men still reach for boxer shorts on a regular basis, so I want to make the best pair of boxers possible. So, I am working on fabrics, styling, and fit right now so it won't be long before you see a Baskit boxer. Beyond that, soon we will introduce t-shirts that compliment our "Light" collection.
· Baskit Wear [Official Site]
· All Below the Belt Posts [Racked]