Bonds, an Australian underwear brand operating since 1915, is officially debuting in the U.S. market. The announcement came on Thursday, accompanied by the release of a wild-themed campaign featuring conservationist Robert Irwin, also known as the son of the late Crocodile Hunter Steve Irwin.
“Bonds has a long history of celebrating Aussie talent in our campaigns, so it was only right that we partner with Australia’s biggest rising stars to celebrate our launch into the U.S. market,” Tanya Deans, president of Bonds Australia, exclusively told WWD.
The campaign is titled “Made for Down Under” and sees Irwin posing among real-life snakes, spiders and crocodiles. “We needed fearless spokespeople to show just how laid back you feel when you’re wearing Bonds undies — and who better than the wildlife warrior himself, Robert Irwin,” Deans said.
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Irwin continues his dad’s legacy, working as a zookeeper, television presenter and conservationist. On TikTok, he has more than 8 million followers and is constantly going viral with his videos showcasing the Australian wildlife.
Modeling women’s underwear in the campaign is rapper Tkay Maidza, known for her singles “Brontosaurus” and “White Rose.” The “Made for Down Under” campaign will roll out across digital, social, podcasts and streaming platforms beginning in April.
Bonds is now available in the U.S. exclusively on Amazon and at bondsaustralia.com. Some items available include the Chafe Off, Icons, Originals and X-Temp Air. The company has plans to expand its business into physical retail in the future. “But for now, we’re excited to help Americans level up their top drawer with down under comfort,” said the brand’s statement.
The century-old Australian brand was founded by George Allan Bond, an American who immigrated to Australia. Hanesbrands acquired Bonds as part of its purchase of Pacific Brands Limited in 2016. Today, Bonds operates as a subsidiary under Hanes Australasia.
