Åhléns / Undies of the people

Buy underwear - become product developer.

For many men it’s more difficult to find the perfect pair of underwear, than to find the meaning of life. They always seem to be too tight, too loose, too revealing, too warm, too everything. To solve this, Åhléns launched the project “Undies of the people” where everyone who buys Åhléns’ new underwear automatically gets hired as a product developer of their forthcoming model. All ideas and feedback are gathered, analyzed and made into a blueprint for the next underwear collection launching in late 2016.

The campaign featured stand-up and podcast collective “Alla Mina Kamrater” as product developers, models and comedians in the web film “A stripped-down conversion about underpants”.