Threads For Men Launches Today

Threads have launched their new Threads For Men tights today!





Since Threads started it has been clear to them that men are a significant market for tights. Threads founder Xenia Chen described this market as "huge".

So this is an exciting development in the hosiery industry: a mainstream brand that already embraces its male customers launching a new product aimed at them.

Xenia introduced Threads For Men for today's launch:

"Men have been wearing hosiery for decades, but there’s never been enough representation in traditional brands or mainstream media. We’re ready to change that. Threads For Men are everything our community has loved about our original tights for years, but designed with a few new features with men’s comfort in mind."



To coincide with today's launch we caught up with Xenia.

Hi Xenia. How are the Threads team feeling now you have launched the new Threads For Men Tights?

We are feeling really excited! This has been in the works for almost a year now so it feels really good to release the first product in the Threads For Men line. We started working on the prototype in October 2020, when we surveyed our male customers and asked them about what they would want in a “wish list” of features for the tights. So this launch has been a long time coming!



Can you give us more detail about the product itself - what features do these tights have and what makes them especially suitable for men?

At the beginning of our design process, we spoke to 150 of our male customers to get their feedback on what they would want most in a pair of tights for men. Our tights have everything our customers already know and love about our original tights, plus more features that specifically are designed to fit the male anatomy and enhance comfort. For example, we included more fabric and room in the brief area, along with a pouch (to make bathroom trips easier). This pouch is hand sewn with flat seams, for optimal comfort. Another feature is the legs are longer and the calf and foot areas are boarded to average male proportions. I’m also excited to tell you that this line will feature extended sizing with two additional sizes: E and F.



Are they made in Italy like the rest of the Threads range? Did the manufacturers face any technical challenges in making a tights design specifically for men?

Yes! These tights are made in the same factory in Italy like our other tights. Because this was the first time we were making a product like this, it took many iterations to get the product exactly right. Due to the intricacies of the brief area, it had to be handsewn (vs made through a machine).

What marketing are you planning to get consumers aware of Threads For Men?

Right now, we have a waitlist of over 1000 people and those on the list and on our social media channels will be allowed priority access to pre-order the tights. We also will advertise these tights on our regular social channels. We are also ramping up our affiliate program - so those who really love Threads and want to spread the word can also make some money on the side while spreading the word (you can apply for it here). We are also planning a broader photoshoot in the Fall, where we plan to have more male models in our various products.



So do head over to the Threads website to pre-order. The first 100 orders will include a small gift from Threads.

You can also read Part One and Part Two of our recent conversation with Xenia Chen, the founder of Threads. 

For lots of feedback on Threads tights from male customers check out their videos here and here.