Is new underwear on your Christmas wish-list?
Walking Jack is a new underwear brand from Greece.
I caught up with Thanos, founder of the brand, for a behind-the-scenes look at the new range.
What led you to decide to launch your own underwear brand?
We saw a void in the market for underwear that feels comfortable and looks contemporary at the same time. We wanted to create a new take on classic underwear styles in terms of colour combinations, shapes, and custom prints.
Our inspiration is travel, nature, and the great outdoors. Our aim is to offer underwear that makes you smile and looks great on.
There are many people involved in Walking Jack, and most have an artistic or creative background, so we wanted to put that into our designs.
Launching a new fashion brand isn’t easy. How long has the journey been for you?
It’s true that it’s harder than anyone would think. It took years of research, design, and thinking to get where we are today, with our first collection in our hands. The main obstacles were delays that we couldn’t foresee – especially in the manufacturing process. Despite all the delays and obstacles though, it was a happy journey and we enjoyed every single part of it. We hope it shows in the final product and our future collections.
Who is your target market?
Our market is men that look for comfort and contemporary style in their underwear. It’s men of all ages and all backgrounds with one thing in common – a good sense of style. Our customer cares for the environment as much as we do. He loves to travel, meet new people, and has an open mind.
You design the range in Greece and then manufacture in Portugal. Is this underwear with a particularly European aesthetic?
Yes, you could say that. Walking Jack has the finesse of a European brand and the bright colours of Southern Europe. Portugal’s textile craftsmanship is internationally recognised. At the same time, the sun and landscapes of Greece influence our designs a lot.
What are some of the next steps as you continue to build the brand?
We’re committed to protect the environment and will continue to do so. We’ll also continue to support young artists for our custom prints. We aim to rapidly increase our collection to include more colours, more prints, more shapes, and more sizes. We want as many men to feel that they belong in the Walking Jack brand.
What do you hope that men feel when they’re wearing Walking Jack underwear?
We hope they feel the positive energy that everyone involved in the process of making our underwear puts into it. We hope they enjoy wearing it as much as we enjoy making it!
- Photographer: Adrian C. Martin
- Model: Tomas Perez