Aussie success story, Sly Underwear brand has launched their debut Women’s Undies range called ISLY.Â The ‘sister’ collection to the hugely successful men’s Sly undie range with the tagline ‘Think Outside The Jocks’ come with the cheeky acronym ISLY meaning “I Still Love You.”
Says founding director Dan Murray, “Just as the men\’s range was dreamed up and designed by a bunch of men who knew what their fellow bloke wanted, ISLY has been brought to life by a dynamic women\’s design team, who have created a range of elegant yet practical garments, responding to what women have been looking for in women\’s undies.
“The range is a cheeky, yet supremely comfortable cut, which results in a brief with its own distinct finishes.
Retailing at A$15.95 ea, the ISLY women\’s range come in six cheeky and fun prints; stars and stripes, cherry print, upper east, tattoo, swallow, scout stripe and ghetto that are finished with feminine (but not frou-frou) frills, and lace, and a nylon waist band.
Check out their behind the scenes video shot at a private residence on the Gold Coast:
To date, Sly Underwear is sold in over 300 stores worldwide and was conceived by 21 y/o entrepreneur Dan Murray in 2007 (then 17), who was nominated this year as a Cleo Bachelor of the Year Finalist, and relaunched late 2010 and has seen him grow to employ 17 people and has given $37,000 worth of underwear to the QLD flood victims.
As an FYI, I think their campaign branding (ie. girl on the bike) is a little skewed to men not women!
Available now nationally, visit their website for your nearest stockist and to check out their men’s ranges: www.slyunderwear.com.
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