Hanes is an American clothing brand with a century-long history, founded in 1901 and headquartered in North Carolina. It is renowned for producing comfortable underwear, casual wear, and socks. The brand is positioned in the mid-range market, emphasizing a “comfortable and practical” American minimalist style, with annual retail sales exceeding $4 billion and products sold in 43 countries worldwide.
Brand Characteristics and Technological Innovations
Hanes’ core strength lies in continuous innovation, including:
Tagless Technology: Launched in 2003, this technology prints label information directly onto the fabric, enhancing wearing comfort.
Skin-Friendly Elastic Waistbands and Softening Processes: The brand uses skin-friendly materials and 3D tailoring to ensure a snug and durable fit.
Full Product Lineup: Covers underwear, loungewear, sportswear, and more, catering to diverse needs.
Market Performance and Classic Products
Market Position: Once rated as the top consumer choice in men’s, women’s, and children’s apparel and underwear in the U.S., with basketball legend Michael Jordan as a long-term endorser.
Iconic Products: Includes T-shirts, boxer briefs, thermal underwear, and more, known for their 100% cotton material and functionality.
