Vampire Private Brand Underwear from Marks & Spencer

A teenage vampire is not the obvious choice of inspiration for a brand of men’s underwear. But Robert Pattinson, or R Patz as the star of The Twilight Saga is known by fans, has been named as the inspiration behind Marks and Spencer‘s new slim-fit Private Brand underwear.

Dubbed the R-Pant, the low-rise briefs and trunks are designed to be worn under skinny jeans. According to the retailer one in four UK men wear M&S pants.

The R-Pant launch is an obvious marketing ploy designed to appeal to a younger audience and to sex-up its Private Brand underwear.

Pattinson will not star in an advertising campaign for M&S. But a spokesman said the Twilight actor has been seen shopping for underwear at the store. The new Private Brand will go on sale in September.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.