Monday, 29 March 2021

Catching Up With Threads: Part One

We first introduced the Canadian hosiery brand Threads to Hosiery For Men readers exactly a year ago.







In March 2020 we spoke to Threads founder Xenia Chen. You can still read Part One and Part Two of our conversation in 2020.



We recently caught up with Xenia again. Here is Part One of our latest interview.

Hi Xenia. It's been a year since we first featured Threads on the blog. What kind of response did you get from Hosiery For Men readers who read about Threads?

We had a fantastic response from your feature last year! We ended up having lots of new male customers come from it. Thank you again for featuring us.

I hope you and all the Threads team are safe and well after what we have been through over the last year. What impact has the COVID-19 pandemic had on the business?

The pandemic definitely had a negative impact on the business at the beginning, when the majority of North America went into some sort of lockdown. Most people weren’t leaving their homes or getting dressed up and wearing tights! We saw a drop in sales but thankfully, it’s since recovered.



Despite the challenges of the pandemic, Threads was flexible enough to diversify into making face masks. Tell us about this and what products are available.

We launched Threads Helps very early in the pandemic. Our factory is in Italy, which was one of the first countries to be hit hard by the pandemic. We saw first hand what was about to unfold in North America and decided to start production before the wearing of masks was officially recommended by the government.

Similar to our brand ethos with hosiery, our goal was to create a high-quality, comfortable and effective mask at an affordable price so everyone has access to the best protection. We started off with our Standard Mask and have recently launched our Triple-Layer X-STATIC® Mask, which is made with silver yarn. Used by US Special Forces and NASA astronauts, X-STATIC® yarn is 99.9% pure silver, making it one of the most effective antimicrobial and antiviral materials for use in textiles. We also have masks for kids!



Threads Standard Mask



Threads Triple-Layer X-STATIC® Mask

It’s great that Threads is a brand that is inclusive towards men who wear tights. Are you still managing to grow interest and sales to men?

Yes! Our male customer base has been growing quickly. Not only are they growing but we also have a very high engagement and repurchase rate among male customers, which means they’re really liking our tights and coming back for more! In addition, we have a lot of male customers who subscribe to one of our monthly plans. Male customers currently make up ~50% of our subscriber base.

We have created the following discount codes for Hosiery For Men readers:

NEWHFM - 20% for new customers
HFMFRIEND - 10% off for everyone (so people who used the code last time can get another discount!)

Stay tuned Part Two of the interview with Xenia. In it she reveals an exciting new development for male customers of Threads.

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