Papi Mens Underwear
Encyclopedia
James Sonzero, a Los Angeles
television commercial producer, started Papi men's underwear in 1995 with about $100,000. "Papi" is Spanish slang
for daddy and a term of endearment
. After creating commercials for mainstream products for 13 years and watching clothing
trends in clubs, Sonzero says, "I felt I was poised to launch my own product. And I felt there was a need for a Latin-identified product." Papi's start was inauspicious: A 1995 boutique trade show in New York, where the company first showed, opened during a blizzard
. Nonetheless, Papi racked up $20,000 in new orders in two days.
The Broadway
hit Rent
used Papi as part of its costume ensemble and singer Janet Jackson
and actress Rosie Perez
have been photographed wearing Papi t-shirt
s and hats. At the time, Papi was sold mostly via urban boutiques that target Latino
and young, hip clients.
In 2004, Miami Lakes
-based Isaco International acquired Papi. Isaco International is a leading manufacturer of underwear, sleepwear, ties
, and hosiery
, most notably for the brands Perry Ellis (acting as a licensee of Perry Ellis International
), Ike Behar and Equipo.
Isaco launched Papi at better department store
s including Macy's
, Dillard's
and Belk
, as well as specialty stores, greatly increasing the brand's exposure. Today Papi competes in the men's underwear market with 2xist, Calvin Klein
and Emporio Armani. Papi's niche remains sexy, provocative and colorful designs and boasts a strong Latino and gay following. Papi creates Calvin Klein-esque ads and packaging and employs campaign-level models in its marketing, including Brett Novek
(2007), Vinci Alonso (2008), Michele Graglia (2009),Derek Keeton (2010) and Leonardo Corredor (2011).
Beyond simply selling underwear, Papi is involved in cause marketing
, especially HIV
/ AIDS
awareness. In 2009 Papi and HIVictorious, a non-profit organization
from Wisconsin
, teamed up to promote a national HIV awareness campaign entitled "What If You Were HIV Positive?" In 2010, Papi designed a special collection of men's underwear for Hispanic Heritage month and championed Hispanic-American causes such as education, immigration and cultural assimilation.
Los Ángeles
Los Ángeles is the capital of the province of Biobío, in the commune of the same name, in Region VIII , in the center-south of Chile. It is located between the Laja and Biobío rivers. The population is 123,445 inhabitants...
television commercial producer, started Papi men's underwear in 1995 with about $100,000. "Papi" is Spanish slang
Slang
Slang is the use of informal words and expressions that are not considered standard in the speaker's language or dialect but are considered more acceptable when used socially. Slang is often to be found in areas of the lexicon that refer to things considered taboo...
for daddy and a term of endearment
Term of endearment
A term of endearment is a word or phrase used to address and/or describe a person, animal or inanimate object for which the speaker feels love or affection...
. After creating commercials for mainstream products for 13 years and watching clothing
Clothing
Clothing refers to any covering for the human body that is worn. The wearing of clothing is exclusively a human characteristic and is a feature of nearly all human societies...
trends in clubs, Sonzero says, "I felt I was poised to launch my own product. And I felt there was a need for a Latin-identified product." Papi's start was inauspicious: A 1995 boutique trade show in New York, where the company first showed, opened during a blizzard
Blizzard
A blizzard is a severe snowstorm characterized by strong winds. By definition, the difference between blizzard and a snowstorm is the strength of the wind. To be a blizzard, a snow storm must have winds in excess of with blowing or drifting snow which reduces visibility to 400 meters or ¼ mile or...
. Nonetheless, Papi racked up $20,000 in new orders in two days.
The Broadway
Broadway theatre
Broadway theatre, commonly called simply Broadway, refers to theatrical performances presented in one of the 40 professional theatres with 500 or more seats located in the Theatre District centered along Broadway, and in Lincoln Center, in Manhattan in New York City...
hit Rent
Rent (musical)
Rent is a rock musical with music and lyrics by Jonathan Larson based on Giacomo Puccini's opera La bohème...
used Papi as part of its costume ensemble and singer Janet Jackson
Janet Jackson
Janet Damita Jo Jackson is an American recording artist and actress. Known for a series of sonically innovative, socially conscious and sexually provocative records, as well as elaborate stage shows, television and film roles, she has been a prominent figure in popular culture for over 25 years...
and actress Rosie Perez
Rosie Perez
Rosa María "Rosie" Pérez is an American actress, dancer, choreographer, director and community activist.- Early life :...
have been photographed wearing Papi t-shirt
T-shirt
A T-shirt is a style of shirt. A T-shirt is buttonless and collarless, with short sleeves and frequently a round neck line....
s and hats. At the time, Papi was sold mostly via urban boutiques that target Latino
Latino
The demonyms Latino and Latina , are defined in English language dictionaries as:* "a person of Latin-American descent."* "A Latin American."* "A person of Hispanic, especially Latin-American, descent, often one living in the United States."...
and young, hip clients.
In 2004, Miami Lakes
Miami Lakes, Florida
Miami Lakes is a Miami suburban incorporated town and former census-designated place in Miami-Dade County, Florida, United States. The population was 22,676 at the 2000 census. As of 2004, the population recorded by the U.S...
-based Isaco International acquired Papi. Isaco International is a leading manufacturer of underwear, sleepwear, ties
Necktie
A necktie is a long piece of cloth worn for decorative purposes around the neck or shoulders, resting under the shirt collar and knotted at the throat. Variants include the ascot tie, bow tie, bolo tie, and the clip-on tie. The modern necktie, ascot, and bow tie are descended from the cravat. Neck...
, and hosiery
Hosiery
Hosiery, also referred to as legwear, describes garments worn directly on the feet and legs. The term originated as the collective term for products of which a maker or seller is termed a hosier; and those products are also known generically as hose...
, most notably for the brands Perry Ellis (acting as a licensee of Perry Ellis International
Perry Ellis International
Perry Ellis International is an international marketer of clothing, offering a diverse portfolio of brands through multiple distribution channels; focusing mostly on sportswear and casual clothing for niche markets...
), Ike Behar and Equipo.
Isaco launched Papi at better department store
Department store
A department store is a retail establishment which satisfies a wide range of the consumer's personal and residential durable goods product needs; and at the same time offering the consumer a choice of multiple merchandise lines, at variable price points, in all product categories...
s including Macy's
Macy's
Macy's is a U.S. chain of mid-to-high range department stores. In addition to its flagship Herald Square location in New York City, the company operates over 800 stores in the United States...
, Dillard's
Dillard's
Dillard's, Inc. is a department store chain in the United States, with 330 stores in 29 states. Headquartered in Little Rock, Arkansas, Dillard's locations are concentrated in Texas and Florida; with a major presence in other states including Arizona, Iowa, Colorado, Wyoming, Kansas, Missouri,...
and Belk
Belk
Belk is a department store chain founded in 1888 in Monroe, North Carolina, today part of the Charlotte metropolitan area. After the founding of the first Belk store, the company grew in size and influence throughout the South via the chain in the USA, with its stores primarily located in the...
, as well as specialty stores, greatly increasing the brand's exposure. Today Papi competes in the men's underwear market with 2xist, Calvin Klein
Calvin Klein
Calvin Richard Klein is an American fashion designer who launched the company that would later become Calvin Klein Inc. in 1968. In addition to clothing, Klein has also given his name to a range of perfumes, watches, and jewelry....
and Emporio Armani. Papi's niche remains sexy, provocative and colorful designs and boasts a strong Latino and gay following. Papi creates Calvin Klein-esque ads and packaging and employs campaign-level models in its marketing, including Brett Novek
Brett Novek
Brett Michael Novek is an American male fashion model and actor. He is a campaign level model for Papi Underwear and appears on their product packaging and sales and promotional material...
(2007), Vinci Alonso (2008), Michele Graglia (2009),Derek Keeton (2010) and Leonardo Corredor (2011).
Beyond simply selling underwear, Papi is involved in cause marketing
Cause marketing
Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and...
, especially HIV
HIV
Human immunodeficiency virus is a lentivirus that causes acquired immunodeficiency syndrome , a condition in humans in which progressive failure of the immune system allows life-threatening opportunistic infections and cancers to thrive...
/ AIDS
AIDS
Acquired immune deficiency syndrome or acquired immunodeficiency syndrome is a disease of the human immune system caused by the human immunodeficiency virus...
awareness. In 2009 Papi and HIVictorious, a non-profit organization
Non-profit organization
Nonprofit organization is neither a legal nor technical definition but generally refers to an organization that uses surplus revenues to achieve its goals, rather than distributing them as profit or dividends...
from Wisconsin
Wisconsin
Wisconsin is a U.S. state located in the north-central United States and is part of the Midwest. It is bordered by Minnesota to the west, Iowa to the southwest, Illinois to the south, Lake Michigan to the east, Michigan to the northeast, and Lake Superior to the north. Wisconsin's capital is...
, teamed up to promote a national HIV awareness campaign entitled "What If You Were HIV Positive?" In 2010, Papi designed a special collection of men's underwear for Hispanic Heritage month and championed Hispanic-American causes such as education, immigration and cultural assimilation.