We, not of the town car set, braved the elements to get to Michael’s today and once we dried off, found plenty of the usual suspects at their perches doing the power lunch thing, despite the monsoon. In attendance: attorney-to-the-A-List Bob Barnett with Susan Zirinsky, Bravolebrities Kathryn Ireland and Martyn Lawrence Bullard, The Post’s Keith Kelly and a squadron of publicists ordering Dover sole and billing their media clients for time served.
I was joined today by Adam Dinkes and Yarden Gagnon of Tani USA, a “premium” brand of underwear and loungewear that originated in Asia under the name Tanitex. The luxe line is family-owned and was founded over an decade ago with 300 stores in China alone. Adam, the brand’s president and creative director Yarden are launching Tani USA for men in the states on Nordstrom.com in June. (The line is currently available on their website, taniusa.com) The body conscious briefs with “unprecedented stretch and recovery” are a favorite of Neil Patrick Harris, Daniel Craig and Bradley Cooper. (If you’d like to take a moment to ponder this, we’ll wait.)
Clearly not for the guy who buys his Fruit of the Looms at Target, a pair of Tani’s boxers start at $40 and loungewear can run up to $300. But why so pricey? Tani “meets the demands of the growing population of consumers who appreciate the very best in performance fabrics.” Obviously, if you want any item of your wardrobe to perform, it should be your underwear.
Lest you think these guys are newcomers to the business, let me enlighten you. Yarden’s CV includes over two decades at Calvin Klein, where he oversaw product and design for the the designer’s iconic underwear during the era that spawned the company’s much talked about advertising campaigns featuring Christy Turlington, Zoe Saldana, Eva Mendes, Hillary Swank, Djimon Hounsou and Jamie Dornan (whose ads must have factored into the producer’s decision to cast him as the lead in the upcoming Fifty Shades of Grey).