Hanes Model Citizens

When you think of Hanes… what do you think of? Well, first off, if you’re under 30 you probably don’t think about Hanes at all. They’re your dad’s underwear. Walter White’s whitey tighties. Our challenge was to revamp Hanes’ look and change the way guys think about at the brand, from old and out-dated to one of style, comfort and relatability. That’s why we introduced the Hanes Model Citizens — everyday guys doing amazing things in their communities, and who just so happened to agree to try out underwear modeling for a day. Lucky us. They’re Model Citizens any which way you read it. Photographer: Wesley Verhoeve

Project Roles
Art Director, Creative Director
Art Direction, Conceptual, Styling
Brand Identity, Social Media Content
Project Industries
Hanes Model Citizens
Hanes Model Citizens