News

The Bottoms Line: BRAX

GERMAN BRAND BRAX IS QUICKLY BECOMING
THE AMERICAN MAN’S GO-TO FOR PANTS.
Sure, every man needs a great-looking blazer, a soft cashmere sweater
and a well-tailored shirt, both to gain attention and feel put-together.
However, without comfortable, well-fitting pants to complete the look,
you’ve only won half the battle.
So it shouldn’t be surprising that bottoms from German-based Brax,
a company with over a century of experience, have become many men’s
go-to since recently being introduced in America. Men have quickly
grown to appreciate the brand’s durability, comfort, performance and
consistency in fit (not to mention the fact that it offers a broad range of
waist sizes).
“What’s so great about these pants is that they’re dressy enough to
go with a sport jacket, but casual enough to become what we call an
anchor bottom,” says Russ Fearon, president of Throat Threads
Apparel, the U.S. distributor of Brax. “The modern aesthetic, soft luxurious
feel and stretch comfort create phenomenal value for the sophisticated-
casual consumer.”
Above all, though, Brax has become valued for its versatility.
“American men have found they have a need for a more dressy pair of
pants in their wardrobe than jeans, something they can wear to the
office and then to a business dinner or a nice restaurant,” Fearon
explains.
As he points out, the pants’ fabric is a key selling point for Brax. “The
Germans have been using the finest Italian and German weaving mills
for their products for more than 100 years,” Fearon continues. “All the
fabrics are exclusive to Brax, and we work with them closely to create
something that is highly engineered, with a luxury feel, yet at a great
price point for the American consumer.” (Most Brax pants retail for
$189 to $249.) In addition, Brax pants are washable, and many men
appreciate that convenience.
“I think Brax has carved out a space all its own: a pant that is perfectly
positioned between sophistication and leisure,” says Fearon. “And the
one thing I know for certain is that whenever a new customer puts on a
pair of Brax for the first time, they immediately say, ‘Wow!’”
By Brian Scott Lipton