Bonds, the iconic Australian underwear brand trusted by Aussies for more than 100 years, is bringing its “Made for Down Under” comfort to the U.S. Known for keeping Aussie bums, boobs and bits comfy with hardworking underwear, Bonds creates essentials built to handle whatever life throws at you.
“We’re thrilled to introduce our iconic underwear and signature Aussie spirit to the U.S.,” said Tanya Deans, president of Bonds Australia. “Americans might wonder—how are Aussies so laid back in a land filled with dangerous creatures like sharks, spiders, crocs and snakes? The answer is simple: They’re all wearing Bonds.”
The creative campaign, Made for Down Under, brings that signature Aussie charm stateside, featuring conservationist and TV personality Robert Irwin (yes, that Irwin) and rising hip-hop star Tkay Maidza. Shot with real-life snakes and spiders, the fearless Australian spokespeople effortlessly model their favorite Bonds undies while posing in the midst of danger. Bonds has their backs—and bums—covered.
The Made for Down Under national campaign will roll out across out of home digital, social, podcasts and connected TV beginning in April and running through the rest of the year.
“We cannot wait for our U.S. mates to experience Bonds for the first time,” said Deans. “The average Aussie has 12 Bonds products in their home. We’re quite literally the first thing people put on in the morning, and the last thing they take off at night. Now, we’re excited to help Americans level up their top drawer with down under comfort.”
With more than 17,000 five-star reviews and a reputation for being wildly comfortable, Bonds boasts ultra-soft, high-quality fabrics designed for all-day wear. Size ranges are XS-XXL (women’s), S-3XL (men’s), and 32A-38DD (bras).
Here’s what’s dropping in the U.S.:
Chafe Off: Say goodbye to chafing and g’day to all-day comfort thanks to super soft viscose from bamboo and features like inner thigh panels to keep you friction-free.
Icons: Bold, fresh and effortlessly cool, the Icons range is a beloved wardrobe staples for women, blending cotton comfort with modern, seamless designs.
Originals: Sleek, comfy and built to last, the OG Aussie undies are now stateside.
X-Temp Air: Underwear featuring innovative cooling technology that responds to your body heat (because no one wants a sweaty down under).
Everyday: These are classic, no-fuss and unbelievably soft men’s trunks and boxer briefs.
Bonds Chesty Tanks: This timeless Aussie icon is known for its simple, easy-going comfort. It’s slim fit, stretch cotton and made to layer or wear solo.
Bonds is available exclusively in the U.S. on Amazon and at bondsaustralia.com.
