When we last caught up with Mack Weldon founder Brian Berger the brand’s impending launch took center stage, and they gave CH readers the first go at the new line of men’s basics to show their dedication to the design community. Eight months later we’re still comfy in our basics and Berger seems at home behind the desk that boxers built, confident that his product is standing up to its claims of simple quality and comfort, and pleased that consumers are responding to Mack Weldon’s commitment to convenience. Their clean and concise website seems to solve the problem that men everywhere can agree upon: mall shopping sucks.
From first glance, Mack Weldon’s site is simple and intuitive. One click in and you’re looking at a clever looping video of a handsome model simply getting dressed. Not on a beach or in a ruffled bed, the model’s look is sophisticated, sexy and relevant to the everyday. “We’re trying to take a very basic thing and sell it in a unique way,” says Berger on using video to portray the brand’s desired aesthetic. “We wanted to do something that highlighted the functionality of the product and not be ripped, waxed, airbrushed guys or people about to have sex. It was a little bit of a gamble, but it’s been absolutely a positive for us as far as defining what we’re about.”
The straightforward approach to selling matches the functionality at the core of what Mack Weldon basics are all about. Designed with performance in mind, the underwear’s most important claim—one we’ve experienced firsthand—is that the pieces do what they’re supposed to do: briefs stay put, shirts stay tucked and socks stay up. These may be seemingly basic criteria, but as the foundational layer they’re essential for men who want to look and feel good in what they wear.
Click the video loop at any time to reach the product page, where items sit cleanly laid out and diagrammed with special design and construction features. Like each aspect of the overall brand experience, the streamlined site is engineered to help you, as Berger says, to cut through the clutter with simple assortments to get what you want and get you out of there—and the easiest way to do this is online.
On the other hand, while the brand heavily favors the e-commerce platform, they’re not totally against the idea of brick and mortar sales. As proof, the basics purveyor recently started working with Equinox to place their high-performing products in the gym’s top 25 locations, representing the first physical initiative for Mack Weldon.
For spring, Berger and the rest of the team are looking forward to introducing new colors and even some stripes to the line, both in the sock and underwear categories. To help push the new products to their loyal customer base Mack Weldon is in the process of getting their auto-replenishment service up and running soon as well. Not your standard subscription system, the service aims to up the ante of convenience for men looking to hand over the ordering responsibilities. In the meantime, the “buy more, save more” model promotes savings on a regular basis without having to wait for a sale. As customers spend more, they get increasing discounts every time they shop.
Keep an eye on Mack Weldon in the coming months for a site redesign aimed at improving site usability on mobile and tablets. For more information on the finely tuned range of superlative men’s basics visit Mack Weldon online.
Images by Graham Hiemstra and courtesy of Mack Weldon