Underwear brand looks to Kwittken to boost awareness

MyPakage Apparel wants to make underwear for men cool

Danny Kucharsky October 27, 2016

Vancouver-based underwear brand MyPakage Apparel has hired Kwittken as its North American communications agency of record.

Kwittken’s Toronto office will provide ongoing communications and strategic counsel to MyPakage in Canada and the U.S., with a strong focus on the U.S. market.

MyPakage’s previous AOR was BDot Media Group in Boulder, Colo.

MyPakage was looking for “a partner who could take our brand visibility and recognition to the next level across North America,” says Jim Bailey, vice-president, sales and marketing at MyPakage. “Kwittken was the clear winner with creative, breakthrough ideas that capture our brand personality and will take us from the lifestyle blogs and fashion pages to the newsfeeds of our consumer audience.”

Founded in 2010, the brand is available at more than 1,000 retailers in North America, Japan, Australia, New Zealand and Scandinavia. Co-founder Dez Price says the brand is “trying to make undergarments for men cool.”

The company, which touts a patented keyhole system, recently expanded its product offering to include lifestyle and performance wear.

“MyPakage is an incredible example of Canadian innovation and determination, and the Kwittken team is ready to bring this story to consumers in new and exciting ways,” says Betsy Cooper, managing director of Kwittken Canada. “It’s a perfect fit. Our teams share the same startup mentality that drives us to push harder and go that extra mile. We can’t wait to see the success on the road ahead.”

Kwittken, which expanded into Canada in 2014, also has offices in New York and London.