Australian underwear brand Bonds is officially entering the U.S. market — and they’re doing it with a wink and a whole lot of Down Under charm.
Fronted by Robert Irwin and rapper Tkay Maidza, the launch campaign “Made for Down Under” introduces American audiences to the easygoing comfort Aussies are known for — this time, via their underwear in a new campaign via Special.
The campaign features a pair of films directed by Stefan Hunt (Exit) with photography by Lula Cuchhiara (Sam I Am), the campaign leans into Australia’s wild side. Real snakes, spiders, and even the infamous crocodile ‘Elvis’ share the frame with Irwin and Maidza, who model their favorite Bonds in the middle of it all.
“Bonds have been keeping Aussies comfy for over 100 years, so launching in the U.S. is an exciting new chapter for our brand,” said Kedda Ghazarian, Head of Marketing, Bonds.
“We’re thrilled to introduce our iconic underwear…
