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  More details on Neff's move

Neff CEO Shaun Neff shared some details about the brand’s move into underwear with us at SIA.

Neff has formed a new company with NBA star Kevin Durant under the Neff umbrella to launch the underwear. Shaun connected with Durant through Neff’s relationship with Roc Nation. Neff and Durant are in talks with an experienced underwear company to make the product, since fit and function are very important with underwear, Shaun said.

While in some other categories like watches and sunglasses Neff targets a lower price point, Shaun said, “We are not talking about price point boxers. We are going to make quality, functional underwear for an active lifestyle.”

He described the underwear as having mid-to-high price points.

The plan is for Durant to have some signature pieces, and for other styles to feature Neff’s wild prints and colors.

While there are some underwear players in the market, Shaun believes there is an opportunity because “nobody owns the category yet,” he said.

Sock juggernaut Stance recently announced it is moving into underwear, with plans to launch for Holiday 2015. Ethika is also a player in underwear, with a significant presence at Tilly’s, also a major Neff customer. In addition, Ethika is carried at Zumiez, among other stores.