Fox Sports had its best year ever in the women’s division with sales of its “CottonSweater” online store up nearly 15 per cent year-on-year.
The retailer sold more than 5.5 million pairs of the garment online in the first nine months of 2017, with sales reaching an all-time high of 9.1 million pairs.
The “Candy Sweater” was launched in the US in October 2016 and was created with the aim of being the most affordable option for women to buy cotton underwear.
It was launched with a range of colors including black, white and light pink.
The company has sold more in 2017 than the previous nine months combined.
The CottonSweater was created to appeal to the millennial generation of consumers who want to feel good about wearing a cotton-free pair of underwear, the company said in a statement.
“We’ve seen a resurgence of interest in cotton underwear from millennials, who want a more comfortable option for their underwear,” the statement said.
“The CottonSweaters popularity has been boosted by the availability of new colors in this category, as well as the fact that the CottonSweats popularity has surpassed the popularity of its predecessors, the CottonPants and CottonSweatees.”
The company also launched a new “Cream Sweater”, which is a white cotton shirt with a cream design and comes in a range from black to grey.
The CreamSweater is sold exclusively online.
The clothing was designed to appeal exclusively to women aged between 18 and 34.
“Women of all ages, including women who are pregnant, are now purchasing cotton underwear,” said John Schaffer, senior director of consumer and lifestyle at Fox Sports.
“This trend is in direct contrast to the trend of men buying cotton underwear with men’s brands, so it’s a great opportunity for us to further build our brand to attract women.”
It is expected to grow its online business to $500 million in 2021.
It said it was able “to successfully monetise” the Cotton Sweater “because of the fact it is one of the most cost-effective ways to sell cotton underwear online”.
The clothing will be available in the Australian Outback for $100 a pair.
“It is a fantastic opportunity to provide women with an affordable option that is both functional and comfortable,” Mr Schaffer said.
The online CottonSweator website was created by Fox Sports in collaboration with US clothing retailer Lululemon Athletica, which launched the first Cotton Sweaters in 2017.
The brand sold an average of 7.2 million pairs in its first year.