Amid growing concerns about potential price hikes due to tariffs, menswear brand Mack Weldon is taking a bold step to offer customers some certainty. On Thursday, the company announced it would lock prices on all of its underwear products until July 4, encouraging customers to “recession-proof your underwear drawer.” Additionally, from April 24-27, the brand is lowering the price of its 18-Hour Jersey Underwear to $14.50, acknowledging the current 145% tariff on imports from China.
Unlike many brands that have sent vague emails urging customers to buy before prices rise, Mack Weldon is offering a clear and specific solution to the tariff uncertainty. Founder and CEO Brian Berger explained that Mack Weldon sources very few products from China, with most of its inventory coming from Southeast Asia, where tariffs are currently set at just 10%. Due to the 90-day tariff pause announced by President Donald Trump, Berger believes the company can confidently lock in the current price of its underwear until at least July 4.
This move comes at a time when economic uncertainty is heightening, and Mack Weldon is using it as an opportunity to attract new customers while rewarding existing ones who may be feeling anxious about potential price increases. Berger emphasized that the price lock aims to ease customer concerns by offering stability during a time of rising costs.
The focus on underwear is deliberate. Mack Weldon is tapping into the Men’s Underwear Index, a unique economic indicator that tracks men’s underwear sales as a gauge of consumer confidence and economic conditions. The index was inspired by former Federal Reserve Chairman Alan Greenspan, who famously used the sale of men’s underwear as an indicator of economic trends, noting that when sales dip, it suggests that consumers are cutting back on even the most private and essential items.
Contrary to expectations, Mack Weldon has observed a surge in underwear sales, with a 90% increase between March 15 and April 15. While some of the sales can be attributed to restocking and strategic promotions, Berger believes the broader economic climate is influencing consumers to stock up on items they will eventually need to replace.
As part of the promotion, Mack Weldon also hosted giveaways at select locations in New York City, further solidifying its reputation as a reliable and steady brand. The company’s goal, beyond boosting sales and attracting new customers, is to position itself as a brand that provides value and stability during uncertain times.
The broader retail landscape is divided on how to address tariffs and the current economic environment. Some brands, like Loftie, have been more direct, warning customers of price increases due to tariffs. Others, like Mack Weldon, are focusing on offering solutions that mitigate customer concerns.
Katya Constantine, founder of Digishopgirl Media, noted that many brands are adopting a wait-and-see approach, not directly addressing tariffs but keeping a close eye on how the situation evolves. Polly Wong, president of Belardi Wong, observed that e-commerce sales data shows a rush to purchase before any price hikes, with many brands adopting messaging reminiscent of the emotional tone seen during the Covid-19 pandemic, reassuring customers that they are in this together.
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