PACT underwear launched this week with a campaign that demonstrates choosing wisely doesn’t have to accompany images of melting ice caps and flooding deserts. In fact the message of humor may just be it’s ticket to success – that and a potentially irresistible fit and feel.
With an underwear expert on staff and Yves Behar on the team, mastermind of the Fuse Project a widely acclaimed industrial design firm with products to its credit including One Laptop Per Child and the Jawbone headset, PACT may have the product to back up its initial appeal.
A quick read of the web site reads like many start-ups – casual, fun, informative. 10% of each sales goes to non-profits. And in a nod to the transparency indicative of the category, they tell you what they’ve figured out (just about everything) and what they haven’t (how to “recycle” the underwear when you’re done). They say there’s a video coming in September. Watch for more revealing information on PACT underwear then.
image credit: PACT