Before Calvin Klein combined super-hot models and style and his logo to boxers and briefs in the 1980s, men’s underwear was just an essential garment, not a fashion statement.
Now, other designers and fashion houses are taking “tidy whities” to new levels; however, diversity is and was still missing. But thanks to some risk-takers, like DASOUL, the men’s underwear market is being covered.
How long has the DASOUL brand been in business?
We’ve been around since 2001. Initially we started out as an Urbanwear brand, designing graphic T-shirts and jeans. After the decline of the ubanwear market in the mid 2000s, I decided to reposition DASOUL as a premium men’s underwear brand.
Tell us about your design experience.
I attended the Fashion Institute of Technology in New York City, where I majored in Menswear design. I have a Men’s Tailored Sportswear line in addition to the DASOUL brand and apply the design principles from that brand to DASOUL. I’ve been quite fortunate to showcase both brands at a number of fashion and trade shows both nationally and internationally. I was featured on BET’s “Rip the Runway,” two years in a row and showed the menswear collection during New York Fashion Week. The design experience can be challenging at times, especially for the men’s underwear market. With each collection, I have to predict what the consumers want and will have an actual need for, three to six months out. In addition to designing different cuts and figuring out color combinations, it also requires a lot of research on fabrics, fibers, garment construction and tech materials. But in the end, it’s all worth it when I turn on the social media and see my customers proudly posting positive reviews and selfies online.
What separates DASOUL from other products on the market?
A great product, great design and superior construction goes into each DASOUL Underwear product. I don’t use computer[-aided] design programs in creating the patterns and silhouettes for the DASOUL product. Each design is sketched out by my hand; I work closely with the factory on fabric selections and color details. That’s what gives the product its Soul; it’s created by someone who’s organically invested in it. So many companies rely on trend lines, graphs and charts when creating a collection. I rely on my intuition, gut feelings and conversations with my core customers for the direction of each collection.
Where you would like to see your company in five years?
A stronger online presence and several key retail accounts with major department stores (both here in the U.S. and overseas), is what I envision for the DASOUL Underwear brand within the next five years. Currently I’m working on a special capsule collection for a major European retailer, if all goes according to plan, the DASOUL product will be available overseas, at a major retailer, for our European customers
Where can your products be found outside of online purchases?
Currently our product is available online @ www.dasoulinc.com . We are looking a number of retail accounts with a couple of men’s boutiques in the Washington, D.C., area, where I’m based. We’re hoping to have the product available in these stores by spring 2016. Our ultimate goa, however, is our own retail spot, solely dedicated to DASOUL.
