- The new collection focuses on fit with special consideration for larger guys, which most large-sized garments don't.
- Extended-size clothing for men is an area of growth, as the category is outpacing men's clothing in general in terms of sales, according to Bonobos' co-president and chief merchandising officer, Brad Andrews.
Bonobos is becoming more inclusive.
The Walmart-owned men's clothing retailer has developed and launched larger, extended sizes for its most popular products. But Bonobos didn't just add extra fabric to its classic fits.
While most larger sizes from other brands are "
Andrews said that the brand "always knew there was an opportunity in extended sizes and larger sizes."
He said Bonobos sees an opportunity as sales growth for extended-size men's clothing outpaces men's clothing as a whole.
The first version is targeted at the guy who is proportionally bigger. Next, Andrews said, Bonobos is looking to iterate and add fits for guys who are more triangle-shaped and upside-down-triangle-shaped.
The new inclusive sizing dovetails with Bonobos' recent marketing messaging, which addresses inclusivity in what it means to be a man.
"We don't believe there's a one-size-fits-all message for men," Andrews said.