For Brian Berger, it all started with too many bad experiences shopping for men's basics.
"I was constantly frustrated every time I went out to buy underwear and socks," Berger recalled. "Everything was about airbrushed models, these huge lifestyle ad campaigns. None of that ever made sense to me."
Like a lot of guys, the idea of heading to the mall and sifting through products to find the right match was even less appealing to Berger. What spoke to him instead was the idea of more functional products that were easy to get — after all, that's what basics are meant to be.
It turns out a lot of other men felt the same way. Berger found this out when he and Michael Isaacman launched New York City-based Mack Weldon in August 2012. The e-commerce company sells men's essentials online, featuring upgraded design and fabrics. For example, it's taking a page from athletic brands with its Silver XT2 line, which weaves anti-microbial silver into premium fabrics so they won't smell at the end of the day.
Yes, that means stinky socks may be a thing of the past. It also designs t-shirts that are more closely tailored so they won't bunch up when tucked in.
"The big common denominator with Mack Weldon is that all of our products do something," said Isaacman, head of product and merchandising for the company. "We've taken the best of high-end workout gear and basically applied it to our everyday underwear that everyone wears underneath their suit or chino or jean on a daily basis."