Sweatpants, undies, pajama suits: If there’s one thing the pandemic has shown us fashion-wise it’s that comfort has been added to the list of an outfit’s most important features. The explosive growth of comfortwear could be seen all over the world, and there are no signs of it slowing down. Modern men want to look good and be comfortable at the same time. Amsterdam-based homewear brand Pockies thus coins its collections ‘Couch Couture’, and have see their products fly of the shelves.

Boxer shorts with pockets
When Pockies founders Karel Bosman, Rob ten Hoove and Michiel Dicker accidentally invented boxer shorts with pockets in their student home some 7 years ago, they had no idea that their invention would be the start of an entire line of Couch Couture. Adding pockets to underwear eliminated the need for wearing pants which, understandably, turns out to be the more comfortable option. Having the freedom to roam your living room in underwear while still being able to carry all life’s essentials seemed like a great upgrade in life.

But, would the public also be convinced of this great feat of fashion engineering? After placing a first batch of 2000 pairs of underwear, the trio was scared they would be drowning in boxers for years to come. Their fear happened to be short lived, however, since most of their stock sold out within the first 2 weeks of being live. “The initial excitement for pocketed underwear was a sign for us that people were ready for a less formal way of dressing emphasizing on comfort instead of representation,” says Dicker.

Comfort for you and your planet
The Pockies team understood that it was not only the practical use of the pockets that made their products popular; it was also the fact that people wanted to feel good and unbothered. After all, is there a better feeling than coming home, dropping your pants, putting on your favorite hoodie and sitting your butt down on the couch to watch a movie?

This became the philosophy behind all their products: to create the most comfortable homewear on the planet. A collection of no-sweatsuits, pajamas, thickened socks, djellabas and tees was created to give people an extra reason to stay at home. The recent addition of the slipper/shoe hybrid dubbed “The Shortwalk” made the brand venture in the footwear game as well.

And not without care for a little something we call “the planet” as well. All their comfy stuff is sustainably sourced, with products made from cotton carrying GOTS or OEKO Tex certifications and items such as swimwear made from recycled plastic bottles. This way it’s not only comfortable for you, but also for the world.

Growth through mayonaise and pornsites.
With the concept of Couch Couture gaining relevance Pockies started to explore new ways to find their audience. In the Netherlands they did this through a series of artist and brand collaborations. One of the most notable being with an almost 100 years old Mayonnaise brand called Zaanse. They have made a pocket sized mayonnaise tube to be delivered along the branded pair of boxer shorts so that the user would never have to go without. Even under the most unexpected circumstances.

Besides collabs they also try to use more non-traditional means of advertising such as their animated video pre-rolls on adult websites which yield amazing returns on Pockies’ ad budgets. “Since most viewers enjoy the content of these sites from the comfort of their home, it seems the ads shown are right up their alley,” says Dicker. Combining alternative advertising, weird but authentic brand collaborations and the socio-economic aspects of the pandemic made it possible for Pockies to sell over a million products to date.

The future
What will the future of Couch Couture hold? “We have a feeling that homewear is here to stay,” says Dicker, “so we will extend our collection over the years.” Scheduled are more items for women, like pajama shorts and shirts, and a collection of lingerie fittingly coined Loungerie. Besides expanding their line of clothing, Pockies will also aim to grow their brand internationally through stores and online campaigns. “We believe that every butt deserves optimal comfort.”

Over Pockies
Pockies started out in 2015 as a joke among friends when they created the first ever boxer shorts with pockets. Beyond all expectations, the first batch of underwear sold within no time laying the foundation to built their brand around their vision for Couch Couture. Pajamas, joggers, tees, thick socks and more followed and since its inception the brand has sold over 1 million items worldwide.