Calgary-based underwear company Devon & Lang has come a long way since founder Tyler McCombs established the brand in 2019. From men’s underwear to facemasks to women’s underwear, Devon & Lang’s growth has expanded throughout North America. Now, with a new rebrand, Devon & Lang continues to evolve while its mission to create life-changing underwear remains the same.
“The core value of comfort has been a guiding principle for us,” says McCombs. “That’s really been a big part of helping us grow.”
A new look
Since Devon & Lang began as a men’s underwear company, the team designed the branding with a male audience in mind. As the company evolved, McCombs realized that its branding, design and products had to change to accommodate the growing audience.
“The new brand strongly fits this updated vision of what Devon & Lang really is: we’re soft where it matters and bold where it counts,” says McCombs. “It represents what our company already is, which is a company about fun, comfort and connection.”
The new branding moves away from hard edges, replacing the previous plus sign in the name with an ampersand for a softer, more inclusive feel, as well as a softer typeface and more playful colours. As always, new, fun patterns for the underwear drop every month, designed by local Canadian artists.
A new feel
The products have also undergone a refresh. Devon & Lang has upgraded from its standard modal (fabric fibre) to a fully natural Lenzing TENCEL™ Modal. This fibre comes from sustainably managed forests and is much softer and more durable than the previous modal, creating comfier and longer-lasting underwear.
“The fabric is made from fibre from the beechwood tree, a very fast-growing tree that uses significantly less water than cotton to create the same amount of fabric. And for every tree harvested to create modal, they actually plant another tree in its place,” says McCombs. “It gives us confidence, and gives our customers confidence that they are buying a product and fabric that is far more environmentally sustainable.”
The company has also updated its waistband to what it calls a ‘magic waistband.’ “We see a whole bunch of customers with a sensory issue where the fabric or waistband can really be irritating. Our waistbands and fabric have always been sensory-friendly products, but this new waistband is not only extremely soft, like our old waistband was, but we also found amazing ways to reduce any forms of pilling,” says McCombs.
McCombs adds that he is very proud of the sizing updates. Not only does Devon & Lang carry sizes up to 4X, but its 2X, 3X and 4X products have been specifically designed for plus-sized bodies, rather than simply taking smaller sizes and making them larger.
Life-changing underwear
Devon & Lang products are life-changing in many ways. The company prides itself on offering a level of comfort its customers have never felt before, as well as a design patent for next-level support. Plus, it’s changing lives in other ways too.
“One of the most needed or requested items for donation from non-profits is underwear, and unlike a jacket or a t-shirt that you can wear and then donate to somebody who needs it, you can’t do that with underwear. It has to be new and unopened. We realized that we do just that,” says McCombs.
To date, Devon & Lang has donated over 100,000 pairs of underwear to various organizations across Canada and the U.S., such as the Calgary Drop-In Centre, Inn From the Cold, Alpha House, Wood’s Homes and the Mustard Seed, and it aims to donate 500,000 pairs by 2032.
“We are part of this community, and I think it’s really important as business owners we give back to the community that we’re a part of,” says McCombs.
Ready to make life more comfortable? Shop Devon & Lang’s life-changing underwear now and visit devonandlang.com
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