Bonds, Australia’s legendary underwear brand, has officially made its debut in the United States, bringing more than a century of expertise in comfort, quality, and irreverent charm to American consumers. Known for keeping Aussie “bums, boobs and bits” comfortable, the brand is introducing its “Made for Down Under” campaign to launch its U.S. offering.

The creative campaign features conservationist and TV personality Robert Irwin and hip-hop artist Tkay Maidza, modelling Bonds underwear amidst real snakes and spiders – a nod to Australia’s famously rugged wildlife. The message: Aussies stay relaxed through it all because they’re wearing Bonds.

“We’re thrilled to introduce our iconic underwear and signature Aussie spirit to the U.S.,” said Tanya Deans, President of Bonds Australia. “We cannot wait for our U.S. mates to experience Bonds for the first time.”

With over 17,000 five-star reviews, Bonds is lauded for its ultra-soft, high-quality fabrics made for all-day wear. Its product range includes chafe-free bamboo viscose underwear (Chafe Off), stylish Icons and Originals collections, temperature-responsive X-Temp Air options, classic men’s trunks and briefs, and the iconic Bonds Chesty tank.

The national U.S. campaign will run across digital, out-of-home, podcasts, social media and connected TV platforms throughout 2025. Americans can shop the full Bonds collection exclusively on Amazon and via the brand’s website. First-time customers are offered 25% off and free shipping, backed by a First Pair Guarantee.

Part of the HanesBrands portfolio, Bonds has been a household staple in Australia since 1915 and continues to evolve as a leader in design, comfort, and playful authenticity.

www.bondsaustralia.com

www.hanes.com