C.K meets the brief with new underwear range

C.K meets the brief with new underwear range

Friday 1st April 2016

C.K tools has launched a new range of underwear to offer comfort and support to professional tradesmen. C.K briefs are available in the brand’s signature colours, black and yellow.

 
Conducting research in to the priorities of UK tradesmen, C.K tools found that 1 in 5 professional tradesmen feel they perform better in their work if they are wearing specialist underwear. Furthermore, a staggering 90 per cent of tradies said that wearing ordinary underwear did not provide enough support or protection for their “equipment” when conducting day-to-day tasks in the trade.
 
Graham Godfrey, brand manager of C.K tools said: “When we launched C.K Magma, our range of professional tool storage and workwear solutions, the feedback from UK tradesmen was phenomenal. Following its success, it made sense for us to look at the comfort and suitability of tradies’ workwear as a whole, and that’s where the idea for the C.K briefs came from.
 
“The C.K briefs are made of durable, black cotton, ensuring exceptional quality and comfort in use. The yellow waistband, which features the C.K tools logo all the way around, is reinforced with double strength elastic fibres, providing additional security and support to the undercarriage.”
 
A professional tradesman who formed part of the C.K briefs focus group said: “The waistband of the C.K briefs is both sturdy and eye-catching. If it shows above my work-trousers, it tells my customers I am a C.K tools certified, quality tradesman, through and through. The extra strength elastic also ensures I am not reinforcing the common stereotype of having a builder’s bum.”
 
Following positive feedback for the initial C.K briefs prototype, C.K tools hopes to attract Justin Bieber and David Gandy as the faces of its new ad campaign.