CULT BRAND: CALVIN KLEIN

By Caroline Ferry, 28 August 2018

There aren't many truly iconic brands that come to mind when someone says boxers or jeans. It's a pretty small pool. And one that Calvin Klein has pretty much dominated since day dot. Founded in 1968 as a coat and dress store in NYC, it wasn't until the early 80s that the brand made their foray into designer jeans and men's boxers, a move that changed their own fortune – grossing $70 million in a single year – as well as the underwear game forever. No longer were boxer shorts the plaid, baggy, spouse-bought Christmas presents of yore. These ones were slick, sexy and meant to be seen. This was a underwear revolution for guys.

Picture: Rex/Mert Alas & Marcus Piggott for Calvin Klein 2014

The fame and success of Calvin Klein underwear is such that the name Calvins has become synonymous with undies full stop. But what is it that has given the tight white wonders such staying power? Their now iconic pairing with jeans, of course. Name any hugely successful Calvin Klein campaign over the last 30 years that didn't have the boxers peeping out from under some true blues. Justin Bieber, Marky Mark, even the latest Jenner Kardashian #MyCalvins campaign. The best thing about the CK smalls is that they were made to wear with denim, and we will always, I repeat always, want to wear denim.

Instagram: @@asos_joshua

So what's on the cards for this season then? The pants aren't going anywhere – you've just got more colours to choose from. The basics to wear them with, the jeans, sweaters and tees have all got an 80s logomania thing going on, using retro fonts all the bright colours. But if ever in doubt, may we just recommend this. Jeans, Calvins, tee. Game over.