When you think of Hanes, what comes to mind? If you’re under 30, probably your dad’s underwear. Walter White’s tighty-whities. Our challenge was to refresh Hanes’ image and change the way guys think about the brand—from outdated to a name associated with style, comfort and relatability.
That’s why we introduced the Hanes Model Citizens: everyday guys doing amazing things in their communities who agreed to try underwear modeling for a day. Lucky us.
They’re Model Citizens any way you read it.
PHOTOGRAPHER: WESLEY VERHOEVE
SEEN ON:
Built for Possibility
We traveled to Austin, Denver & New York City to shoot everyday guys who are making a difference in their communities.
