Bonobos is wooing Gen Z.
The 15-year-old menswear brand, which was acquired by Walmart in 2017, has just launched a secondary line for younger customers called Bonobos Fielder. Self-described as “streetleisure,” the collection has accessible price points and is being sold exclusively at Bonobos.com/Fielder, Walmart.com/Bonobos Fielder and select 250 Walmart stores.
It is characterized by bright, bold hues and is highly functional. The items include streety staples such as packable jackets and stretch convertible cargo pants. Sizes range from XS – XXXL and prices are $14 for a short sleeve pocket tee to $40 for a packable mixed media jacket.
The brand extension will also regularly collaborate with new and established artists on collection designs. The premier spring and summer 2022 lines feature artwork by Mike Perry who won a Primetime Emmy Award for animation on Comedy Central’s Broad City television show.
“Bonobos at its core is about celebrating self-expression and fueling it with confidence,” says David Sasson, Chief Operating Officer at Bonobos, in a statement. “Through Bonobos Fielder, we’re sharing these core values with the next generation, while also catering to its style and price preferences.”
He added: “Bonobos Fielder helps create a level playing field for those seeking stylish, practical pieces made with quality fabrics and details at accessible price points.”
“Bonobos Fielder provides us with an entirely new style aesthetic to reach young adult consumers,” said Denise Incandela, EVP, Apparel Division and Private Brands, Walmart US. “We are confident that the brand’s innovative, quality Streetleisure styles will enable us to take more of our customer’s closet share, as well as appeal to a new type of fashion consumer.”