User:GCBOY
SLY Underwear is an Australian underwear label from the Gold Coast. The Underwear Expert says "their youthful flair and artistic expression is the trademark of SLY"[1]. The brand is designed for the fun and confident man [1]
History
[edit]Sly was created in 2010 by Australian teen-entrepreneur Dan Murray at the age of 17 years old. He found a gap in the underwear market between high price designer garments and corporate mass produced garments [2] and had the idea to create a range of comfy and fun undies that were affordable to all[3]. He started selling undies from the back of his van at festivals and as the demand grew quickly, Sly became available in more than 300 stores across Australia by 2012 [4]
Marketing
[edit]Sly markets the Gold Coast lifestyle and the idea that Sly underwear is so clever you could wear it out. In 2011 the brand partnered with pop group Justice Crew [5] [6]. Since then the brand has been endorsed by other celebrities, including X-Factor winner Reece Mastin and American actor Anthony Anderson.
Youth
[edit]Sly is constantly constantly bringing young designers on board and partnering with local tattoo and graffiti artists to keep the youthful attitude that made the brand popular[7]. The brand also sponsors young athletes and entertainers.
References
[edit]- ^ a b http://www.underwearexpert.com/2012/07/sly-cop-issue-red/
- ^ http://www.smartcompany.com.au/start-up/20110419-2011-hot-30-under-30/4.html
- ^ http://www.dynamicbusiness.com.au/entrepreneur-profile/dan-murray-sly-underwear-business.html.
- ^ http://www.underwearexpert.com/2012/01/man-behind-the-brand-dan-murray-of-sly-underwear/
- ^ http://www.smartcompany.com.au/start-up/20110419-2011-hot-30-under-30/4.html
- ^ http://mobilemakeup.com.au/australias-got-talent/
- ^ http://www.underwearexpert.com/2012/01/man-behind-the-brand-dan-murray-of-sly-underwear/