How Bonobos built its menswear brand through redefining masculinity

Bonobos, the online retailer focused on men’s apparel, has built its brand through challenging traditional concepts of masculinity.

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...

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