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...