2(x)ist Seeks to Expand its Reach

NEW YORK — There is a world beyond underwear — just ask Tom Speight. Since joining the brand just shy of two years ago, the president and chief executive officer of 2(x)ist has set his sights on creating a complete lifestyle brand. The brand is part of Moret Group’s H Best division and started life in 1991 as a body-conscious underwear collection targeted to the active man. Since that time, the label has expanded into swimwear, activewear, hosiery and even watches, and it’s sold at department stores and shops on six continents. But Speight, who had been president of Calvin Klein Underwear and Jeans at Warnaco before joining 2(x)ist in 2013, believes its reach can be even broader. “Over the next five years, I want to be a full global lifestyle brand,” he said in an interview at the brand’s Seventh Avenue offices. “I spent the first eight months digging into the brand and the consumer to be sure we were positioned correctly,” Speight said. “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.” On Speight’s wish list is men’s accessories, which the brand teased at its annual fashion show

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWD » Man of the Week: Andrew Cuomo http://ift.tt/1Honfvi
via IFTTT