Pair of Thieves basics brand launches in UK

By

Sandra Halliday

Published
Aug 24, 2017

US brand Pair of Thieves has launched into the UK with an opening in London’s Selfridges. This marks the brand’s arrival in Europe and the launch comes as the label also prepares to expand into other international markets, three years after its US debut.

The brainchild of Cash Warren (who is a Hollywood producer and Jessica Alba’s husband), along with retail specialist David Ehrenberg and Alan Stuart of design studio One Long House, the socks-to-underwear brand is designed to be a comfortable, high performance line.

The word ‘basics’ figures prominently in its messaging, but the basics concept doesn’t extend to the visual impact with most of the socks featuring busy, colourful patterns.

With the launch including a basics department takeover by the brand, Selfridges is the first (and so far the only) European retailer carrying the product line with the Oxford street flagship featuring lightboxes of the brand’s imagery.

The products on sale in the store include its signature, patterned Crew and Sport Crew socks, SuperSoft boxer briefs, and SuperFit underwear from the autumn 2017 collection.
 
The brand has made a strong impact in the US, helped by celebrity fans including Justin Bieber, Chrissy Teigen, Adam Levine, Ryan Seacrest and others.