The previous few years have been a whirlwind for Danh Tran, the founding father of Buttercloth. In 2017, the Vietnamese immigrant and California resident got here up with the concept of making a gown shirt that was as snug as a T-shirt. He introduced the idea to “Shark Tank” in 2018, the place his concept attracted the eye of Canadian businessman and entrepreneur Robert Herjavec, who invested $250,000 into Buttercloth in trade for a minority stake.
Tran mentioned that earlier than showing on the present, he had been promoting round 100 shirts a day, however that quantity jumped to 2,000 a day after the publicity, permitting him to depart his residence for an actual workplace and open a warehouse.
Last 12 months, Tran, who calls himself an inventor and a designer, created a brand new cloth known as Icy Cotton, a patented course of the place lengthy fiber cotton is infused with natural mint fibers as a approach to immediately really feel cool. The cloth was successful and right this moment, from 50 p.c to 70 p.c of Buttercloth’s shirts, relying upon the season, are created from Icy Cotton. The cloth is utilized in button-down shirts, polos and T-shirts.
Now Tran is taking that cloth and utilizing it to launch underwear. “We were so successful in our first year with Icy Cotton shirts that I thought about what else we could do with this fabric,” he mentioned. “After thinking hard about what men’s wear essentials could be vastly improved upon, it dawned on me that underwear was a perfect fit.”
The underwear will launch right this moment and is accessible in both a white or black trunk. It options six-way stretch, moisture wicking, a comfortable waistband that received’t roll, is antibacterial and 20 occasions extra breathable than polyester. After greater than 10 washings, the cooling impact remains to be 91 p.c maintained, in response to the model, and its advertising and marketing pitch is: “The world’s coolest underwear.”
Tran mentioned the underwear will retail for $32 a pair and can be offered on Buttercloth’s e-commerce website. It can be out there in sizes starting from small to 3X and could have a five- or six-inch inseam. Tran mentioned he plans to advertise the launch of the underwear by doing an e mail blast, and dealing with influencers and bloggers.
Herjavec can be seen as an asset to the model due to his presence on tv and his dedication to rising the model. He known as Buttercloth “the first real breakthrough in clothing technology I’ve seen in a long time” as a result of it affords “amazing fabric technology combined with incredible design — two things that made Buttercloth a great investment.”
Tran mentioned he hopes to develop the underwear providing this fall by including a variety of colours. Beyond that, he’s already different classes the place the Icy Cotton know-how might be utilized. That will embody bedsheets in addition to ladies’s put on. “It has a lot of potential,” he mentioned.
Beyond underwear, Tran mentioned he plans to develop Buttercloth into ladies’s shirts subsequent 12 months together with males’s denim.