Brad Andrews, the co-president of Bonobos, noticed what he calls this "underserved market" and embraced just how the brand could break the cycle. Their new extended sizes are taking the opposite of a one-size-fits-all approach.
"This is a natural extension of what we do," Andrews told MensHealth.com. "We’re a brand built on better fitting clothes."
After market research and interviewing men of different body types, Andrews said they came to the conclusion that many men "lacked stylish options." Even worse, what the few options these men did have "didn’t fit very well."
"A lot of brands emphasized coverage as opposed to a better fit," Andrews said. "Our approach is always how can we be the best in fit."
With those two things in mind, the brand created new designs for plus-size guys. They've released comfortable t-shirts in an XXXXL, pants up to a size 54, and other items in a variety of fits and sizes.
The changes maintained Bonobos' ideals, though. "We really wanted to lean into things we’re known for or famous for," Andrews said.
And they aren't planning to hike up the prices, as tends to be tradition. "The industry standard is to charge more for those sizes," Andrews said. "We’re not going to do that."
These seven items are part of the new line. Many of them include innovative tailoring tricks, each designed to make sure men look and feel their best.
