Australian Underwear Brand, Bonds, Launches in U.S. Market with National Campaign
WINSTON-SALEM, N.C., April 2, 2025 (FASHION BEAUTY SCENE) — Apparel company, Bonds, has announced its entry into the U.S. market with a national launch campaign for its underwear and essentials line. The brand has operated in Australia for over 100 years and offers a range of products designed for comfort and durability, including underwear, tanks, and cooling technology garments.
Tkay Maidza ∙ Photo Credit: Bonds
The campaign features Australian television personality Robert Irwin and hip-hop artist Tkay Maidza and will run across digital platforms, social media, connected TV, podcasts, and out-of-home advertising. According to the company, the “Made for Down Under” campaign reflects Bonds’ Australian heritage and features the spokespeople interacting with real snakes and spiders.
“We’re thrilled to introduce our iconic underwear and signature Aussie spirit to the U.S.,” said Tanya Deans, President of Bonds Australia.
Robert Irwin: Bonds
Bonds offers product categories such as Chafe Off™, Icons, Originals, X-Temp Air, and Everyday, in addition to the Bonds Chesty Tank. Women’s sizes range from XS to XXL, men’s sizes from S to 3XL, and bras from 32A to 38DD. Products will be sold exclusively on Amazon and www.bondsaustralia.com.
Tkay Maidza ∙ Photo Credit: Bonds
"We cannot wait for our U.S. mates to experience Bonds for the first time. The average Aussie has 12 Bonds products in their home. We’re quite literally the first thing people put on in the morning, and the last thing they take off at night. Now, we’re excited to help Americans level up their top drawer with down under comfort," said Deans.
Robert Irwin • Photo Credit: Bonds
