Only the best is good enough for our underwear

Brief and boxer collections now in finest quality Pima cotton

Zurich, 14 September 2010. Based on the idea of "keeping the good stuff and being open to new ideas", BLACKSOCKS is now offering its underwear in quality Pima cotton. It's a win-win for the customer, who gets better quality for the same price.

BLACKSOCKS has been using one of the finest cotton yarns available, Pima cotton, for its most successful product, its calf socks, for over 11 years. And this is just one of the factors that helped the BLACKSOCKS classic win the Kassensturz and K-Tipp consumer tests two years ago from a field of 14 competitors. Linking in to this success, BLACKSOCKS is now making its entire range of underwear from Pima cotton, also known as the silk of South America.

The cotton has the longest fibres in the world, and takes its name from the Pima tribe of Indians who played a significant role in farming the quality cotton. Pima cotton is grown on a narrow strip of land in the tropical north between the Pacific and the Andes and is exclusively hand-picked. Its fibres are longer and stronger than other types of cotton, giving the material a real sheen and quality feel.

"Ever since we started out, quality has always been important to us. We want to offer our customers high-quality products at all times. As well as developing new products, it goes without saying that we also believe in optimising our existing ones," explains Samy Liechti, founder and owner of BLACKSOCKS. And that’s not all: the redesigned BLACKSOCKS briefs and boxers are now not only made of silky shimmering Pima cotton, they are also a real joy to wear. An improved design means a better fit, making them more comfortable than ever.

Available on subscription now

The new Pima cotton underwear is made in Europe and now available in black and white from www.blacksocks.com. You can choose between briefs and two different boxer designs in black or white. Prices start at CHF 39 for a two-pack and at CHF 105 for a subscription, when we will send you three two-packs a year.

Prices unchanged

Although production costs are higher, the improved quality of the existing underwear collection has no impact on pricing. Underwear 2.0 is available for the same price as when the underwear range was launched in 2007. "If a man is happy with a product, he wants more of the same. So we are constantly improving our products without fundamentally changing the range. And we have a growing loyal customer base at home and abroad who are grateful for this. Because we have grown, we are now able to offer the improved quality at the same price," confirms Samy Liechti.

Pima cotton  Media Release PDF