Underwear icon Hanes expands into the athleisure category

Hanes is expanding into athleisure with Hanes Moves, a new collection designed to bring the brand’s “signature comfort” into activewear.

The range includes athletic-inspired innerwear and apparel for men, women and children.

The collection features moisture-wicking fabrics, odour control, anti-chafing solutions and breathable stretch technology. Some styles also incorporate functional storage in leggings and shorts, while select women’s pieces include integrated leak protection.

Jane Newman, chief design officer, global innerwear at HanesBrand, said launching the new collection was a “natural evolution” from the brand’s core basics.

“We’ve progressed from classic essentials to fashion basics, then to loungewear,” she added. “Now, we’re entering athleisure with stylish, functional pieces designed to keep our customers comfortable throughout their day – no matter what they’re doing.”

In June, HanesBrands sold the Champion business to Authentic Brands Group.