Bonobos was an early mover in the direct-to-consumer space when it brought the model to the men’s apparel category in 2007.

In July 2018, however, the New York-based organization – which was acquired by Walmart for $310 million in 2017 – set out an even more ambitious objective: Address outmoded notions of masculinity through a marketing initiative it called “Evolve the Definition”.

“One of the jewels in the crown of the last year is how we have made a stand – a somewhat political stand – on our belief around this changing world of masculinity and how we need to promote that as a brand and really help create a world that is more inclusive and diverse,” Micky Onvural, chief executive officer at Bonobos, explained to delegates at the Interactive Advertising Bureau’s (IAB) 2018 Direct Brands Summit.

The centerpiece for the program took the form of a 90-second television commercial that featured a wide variety of men – spanning cisgender and transgender contributors – offering their views on modern masculinity.