THE MARKET formed the Shamrock Mills Com- Look into any closet or drawer pany to produce men’s hosiery. in America. Chances are that By 1920, both companies had you’ll find something with the expanded and refocused — P. H. Hanes label. Since producing its Hanes into undershirts, briefs, first union suit in 1901, Hanes sleepwear, and knitted shorts, has grown from a basic line of and Hanes Hosiery, as it was men’s underwear to the leader in renamed, into the new market of men’s, women’s, and children’s women’s hosiery. clothing, including socks, shoes, Even through the struggles underwear, and casual apparel. of the Great Depression, both Today, Hanes is the number-one the Hanes Knitting Company brand of apparel in America. and Hanes Hosiery grew into Established as a quality strong and prosperous compa- brand that meant both comfort nies. In the 1940s, both compa- and value, the Hanes brand her- nies participated and contributed itage drove its growth from a greatly to the WWII effort, sup- regional brand to the power- plying underwear for service- house it is today. As the retail men and shutting down hosiery landscape evolved over the production to supply the military decades, Hanes evolved to meet with nylon. In 1965, the two the changing needs of con- Hanes companies merged to sumers. Initially sold through form Hanes Corporation, the distributors to department stores first time two companies with nationwide, Hanes is now the the same name merged. number-one brand at large mass In 1979, after several more retailers, who since the early years of strong growth, the 1990s sell more basic apparel — hosiery and knit products busi- underwear, socks, and casual nesses were once again separated clothing — than any other retail when Hanes Corporation was channel. Today, more than 40 acquired by Sara Lee Corpora- percent of all apparel sold in the tion, then known as Consolidated United States is purchased at Foods Corporation. The hosiery mass retailers. business and the knit products business, both strong branded ACHIEVEMENTS businesses, took on two visibly Across every segment, from different brand identities from this casual apparel and underwear to intimate apparel brand awareness called the Fairchild 100. In the point on, and the portfolio of Hanes knit products and socks, Hanes and Hanes Her Way lead most recent survey, Hanes Her Way ranked fourth like underwear, socks, and T-shirts began to emerge. almost every consumer survey in brand recogni- among all women’s fashion brands. But perhaps In 1986, Hanes introduced the Hanes Her Way tion and reputation. Every year, retailers from the most meaningful tribute to the brand were the brand for women and girls, launching with across the country recognize Hanes and Hanes results of a recent survey by NPD women’s panties, expanding into other intimate Her Way for their contributions to the business Group Inc., rating Hanes/Hanes Her apparel, and later adding casualwear and socks. landscape through Vendor of the Year and Vendor Way as the most comfortable and The Hanes Her Way identity was of the Quarter awards. Virtually every year since best-fitting brand in America. closely tied to its successful it has been given, Hanes and Hanes Her Way also Hanes heritage through have won the prestigious SPARC Award (Sup- HISTORY advertising and packaging. plier Performance Award by Retail Category), a In 1901, Pleasant (P. H.) Hanes national program organized by DSN Retailing formed the P. H. Hanes Knitting THE PRODUCT Today magazine. Company to produce underwear Hanes has an extensive line of Hanes and Hanes Her Way have been consis- for men. As an extension of the product for the whole family tently rated the number-one men’s and women’s one-piece wool underwear that including: apparel brand in a biennial survey by DSN was the standard, Hanes intro- • Underwear Retailing Today magazine. Hanes Her Way also duced two-piece underwear, a • Intimate Apparel has been recognized for many years in a biennial radical departure from the traditional style for • Casualwear survey conducted by Fairchild Publications on that time. The same year, brother J. Wesley Hanes • Socks

66 With Hanes and Hanes Her Way, comfort has martial arts actor Jackie Chan debuted during never felt so good or looked so stylish. Super Bowl XXXVII. Starting in 2002, Hanes introduced a new cre- PROMOTION ative campaign with the theme “Hanes comfort. During the past 20 years, Hanes has created some It’s a beautiful thing.” This campaign celebrates of the most memorable commercials of our time. From the 1980s, con- sumers remember with fondness the Hanes advertising campaigns featur- ing the hard-nosed Inspector 12 with her trademark, “They don’t say Hanes until I say they say Hanes.” During those same years, Hanes also created the After the Game series, featuring athletes such as Boomer Esiason, Lyle Alzado, Steve Largent, and Mike Ditka, while Hanes Her Way brought forward a more femi- nine side with commercials featuring Carol Alt and Phylicia Rashad. Heading into the 1990s, Hanes intro- duced new commercials featuring • Babywear sports greats Joe Montana and • Sleepwear Michael Jordan as well as a new cam- • Casual Shoes paign, “Just Wait’ll We Get Our Hanes • Sheets and Towels on You,” which ran for eight years. In 1999, Hanes introduced an RECENT DEVELOPMENTS overarching campaign for all of the With the turn of the new millennium, Hanes and Hanes products called “Be You.” The Hanes Her Way have evolved as leaders in cloth- campaign featured everyday people ing for the entire fam- as well as celebrities in a ily that is comfortable, variety of playful vignettes stylish, and innovative. emphasizing the impor- Products like under- tance of being comfortable wear and T-shirts that and being ourselves. Ener- originated in knit cot- gizing music by Perry ton fabrications have Como, Muddy Waters, and been updated with the Cheryl Lynn set an upbeat latest in textile technol- tone for a very contempo- ogy, including stretch rary campaign. fabrications and micro- Throughout the 1990s fibers. Hanes has par- and into the new millennium, Hanes the comfortable style of Hanes with real, engag- layed these advances created numerous commercials with ing people in simple, fun scenes that are easy to into a steady stream of Michael Jordan featuring the newest relate to. The campaign is set to uplifting music breakthrough products, collections of men’s underwear from with lyrics stating that Hanes is “a beautiful thing.” including the new Hanes Tagless T-shirts, Stay- briefs to boxers and, more recently, boxer briefs. Clean® shoes, Body Creations™ intimate apparel, In 2002, one of the newest Hanes commercials — BRAND VALUES and ComfortSoft® jersey and fleece collections. featuring Michael Jordan in a locker room pulling Today more than ever, the core values of Hanes out the latest styles of Hanes — comfort, quality, and value — are resonating boxers and boxer briefs from with consumers who describe the brand as “for his gym bag — was rated everyone,” “stylish,” “real,” and “honest.” one of the 10 best commer- cials of the year. THINGS YOU DIDN’T KNOW ABOUT To introduce the new HANES Hanes Tagless T-shirt in the fall of 2002, Hanes “retired the tag” in parties across the ❍ Hanes celebrated the making of its one bil- country with celebrities such lionth Hanes Beefy T in 2001. as Dick Clark, Mr. T, Yogi ❍ If all the boxes of underwear Hanes ships Berra, and Alex Rodriguez, in one year were put on a football field (to and unveiled its first bill- cover the entire field), the boxes would be as board in New York’s famed high as a 20-story building. Times Square. Hanes also ❍ 1 introduced the tagless T- There is approximately 3 /2 miles of yarn in a Hanes T-shirt. shirt with advertising in which Michael Jordan urged ❍ Hanes sells enough Women’s casualwear men across the country to shirts in one year that — when folded and “go tagless.” A second tag- stacked — would be as tall as 96 Empire less T-shirt commercial fea- State Buildings. turing Michael Jordan and

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