Roughly 4 years ago I was introduced to Slix, a new innerwear brand at the time that was offering some undershirt options as well as a performance underwear boxer brief.
I hadn’t heard of many updates about the brand until mid last year, when the VP of Business Development from Coville dropped by my site to comment on an article.
We exchanged a couple emails, and I discovered that Coville had just recently acquired the Slix brand from founder Greg Hall:
Some info about Coville – we are a vertical manufacturer of fabrics and apparel for first layer products – performance, basic & protective.
However, the most exciting part of our business these days is Coville Brands. Just established this year, Coville Brands is a portfolio of three, relatively new apparel brands: Rock Face – www.RockFaceApparel.com – (thermal underwear targeted at mid-tier and mass retail); Junction Threadworks – www.JunctionThreadworks.com – (thermal underwear for mid-tier, better and specialty retail); and a brand you’ve heard about: Slix – www.GetYourSlixOn.com. We acquired Slix from Greg Hall in May 2013.
Slix is an exciting opportunity for us. The most successful product has been the Closer boxer brief and we will be greatly expanding the offering in bottoms. But we feel there is a large potential for us in tops.
The brand’s consumer is the young, active, professional man (think Wall Street banker, tech entrepreneurs, etc.) who values high comfort and luxury feel. My current design objective is to develop the best-value v-neck for this consumer – luxurious hand, stay-tucked tails, close fit (not tight but not baggy either), a vee that falls between the first and second buttons of a dress shirt with no visible lines.
They took the Slix website off-line while they were re-tooling the line, and I just got word they have officially relaunched the site.
I asked the VP for some details about the product updates, and he shared the following:
Consumers will find the Closer boxer brief that they loved from the past. Updates include:
Fit improvement. The sizing is now more true-to-fit. With some light-compression underwear brands, the consumer must buy a size up for the proper fit – and this was the case with the previous Slix product. That has been corrected.
We also improved the breathability of the pouch fabric. It is a more open (but not too open!) stretch mesh with both enhanced wicking and anti-odor technologies. The benefits are a less humid environment for the package which translates to more comfort and freshness throughout the day.
Expanded color selection. We’ve added two colors: Classic Navy and Grey – both with contrasting Black waistband (attached is a pic of the Grey.)
Expanded size selection. The Closer is now available in sizes Small thru 4XL. A third of the men in the US now wear sizes considered to be Big & Tall.
Finally, one of the changes we are most proud of is that we were able to make this product in North America [Mexico]. Previously, the product was made in China.
We will continue to offer the Slix Replenishment Program. We are finding that subscription clothing services are gaining in popularity – especially with men and especially with items they don’t need or want to “shop” for – like underwear.
We are in development to add variations on the Closer such as trunks, briefs and even long underwear. We are also developing the undershirt that you and I discussed last year.
Thanks for your interest in Slix.
- Slix Closer Boxer Brief – Colors: White, Black, Grey, Classic Navy. Sizes: S-4XL. Fabric: 81% Polyester / 19% Spandex. Price: $26
- Slix Movers (Socks) – Colors: Charcoal, Brown, Navy, Khaki. Sizes: S-XL. Fabric: 87% Nylon / 13% Elastane. Price: $20/pair
- Six-Packs – Get a discount when you order in bulk. Closer Boxer Briefs $21.50. Socks: $16.50
- Replenishment Program – Get new Slix each month, automatically
I’ll be checking out the products soon and will let everyone know what I think!