2(x)ist attempting to become complete lifestyle brand

Apparently, having some of the best underwear offerings on the market isn't enough for 2(x)ist. Tom Speight, the president and CEO of the glorious underwear label, has his sights set on turning 2(x)ist into an entire lifestyle that will reach far beyond just quality undergarments. In 1991, 2(x)ist began as a body conscious lifestyle brand for the active man, and the company has sure come a long way since then.

They are now sold on six continents, and in department stores such as Macy's and Bloomingdale's. In addition to underwear, their categories now include swimwear, activewear, hosiery, and watches. The brand is part of Moret Group's H best division.

Speight, who came to 2(x)ist from Calvin Klein underwear and Jeans at Warnaco, sees a lot of potential in 2(x)ist. Over the next five years, he hopes to turn 2(x)ist into a complete global lifestyle brand, perhaps on par with the likes of Calvin Klein. In an interview with Women's Wear Daily, Speight said, “I spent the first eight months digging into the brand and the consumer to be sure we were positioned correctly. Our consumer is the self-purchasing male, Millennial to Gen Y. Our sweet spot is 25 to 34. Everybody wants a share of his wallet.”

The next stop Speight is hoping for on the 2(x)ist train is men's accessories. He's hoping to expand the line to include totes, messengers, and gym bags. After that, he is hoping to expand into sunglasses and footwear.

2(x)ist to become famous for more than their underwear

While 2(x)ist has primarily been a men's wear brand, Speight is hoping to eventually expand into women's wear, but, first, he would like to make sure that they can make it as a full men's lifestyle brand. Right now, he is working on expanding 2(x)ist's presence overseas, because, as it stands, only ten percent of 2(x)ist's business comes from outside of the U.S. The company operates several licensed stores in Taiwan, Kuala Lumpur, and Southeast Asia.

In addition, the brand is also carried in Canada and Australia, and they will be launching in Mexico with Liverpool stores. One of the goals Speight has for the company is them operating their own stores. They are currently looking at locations in Miami, Los Angeles, New York, San Francisco, and Chicago.

Last year, after Macy's underwent renovations, 2(x)ist opened a 500-square-foot shop that would become the prototype for their own retail stores. Sales for the brand's underwear rose by 30 percent last year, although they have not released any specific figures for those numbers. The brand saw a lot of success in their swimwear category as well.

After 2013 when the brand teased their ath-leisure collection at their annual fashion show, they realized that they could definitely have a place in the ath-leisure wear market. Their slim-leg joggers were a best seller. For fall, the brand plans on expanding the number of pieces offered for their ath-leisure collection.

The brand is also working on expanding their social media presence. They hired Samantha Eng, who has worked in brand marketing and PR for Marchon Eyewear, to head up their social media department. While 2(x)ist might be doing a great job building their presence, they certainly have some tough competition from the likes of Hugo Boss and Calvin Klein who target the same customer. It is a tough playing field, but, 2(x)ist is certainly stepping their game up.

photo: gentsamongmen.com