Hugh Hefner Toasts Playboy Men's Underwear at Bloomingdale's
Ditching the smoking jacket for a black suit and red shirt, Hugh Hefner made a rare public appearance Dec. 6 at Bloomingdale’s in Los Angeles’ Century City Shopping Center to promote the launch of Playboy’s men’s underwear and loungewear line. The 75-year-old arrived with two brunette Playboy Playmates and three of his blonde girlfriends to indulge his fans with autographs and photos at the evening event.
“We’re very pleased to have this connection with Bloomingdale’s,” Hefner said. “The brand is so hot with young people right now, and this new venture is very exciting for us and our customers.”
When the Playboy magazine founder was asked what his favorite item was, he couldn’t decide, but his girlfriend Christi Shake resolved the matter by grabbing a black pocket trunk off the rack and saying with a smile, “What about this?”
Snaking around the men’s department, the 200-person crowd represented a motley assortment of fans, from faithful magazine subscribers to grandmothers.
“I’ve been a subscriber for 30 years and wouldn’t miss this,” said John Peck of Redondo Beach, Calif., first in line who wanted a Playboy brief signed.
So far, the year-old line, which began selling at boutiques nationwide, is exceeding projections, according to Ian Miller, director of New York-based Briefly Stated Inc., Playboy men’s underwear and loungewear licensee.
“For the most part, the men’s underwear market looks the same and we offer a fun, tasteful and fashionable alternative,” Miller said.
The line consists of boxers, briefs, pajamas and robes designed with conversational prints, glow-in-the-dark looks and all-over magazine motifs.
Lord & Taylor, Macy’s East and Macys.com are among the other stores slated to carry the line beginning in January, Miller said. Development is also underway on a high-end menswear line, including $12,000 cashmere robes, he added. —Nola Sarkisian-Miller
