A Lesson In Bending The Rules
Interview with Markus Bender/ CEO of Bend the Rules
Written and Interviewed by Kenyatta D. Pious

Bend the Rules is a new underwear brand that is, well, bending the rules when it comes to what one expects from underwear. Expect cool, edgy boxer briefs and, according to Markus Bender, expect: “comfort, luxury, style and functionality. Our fabric is unique. Not only is it luxurious, but it's naturally antibacterial, it's also wicking and cool even after a workout.”

It is no wonder that so many celebrities from Bruce Willis to Christina Aguilara are wearing Bend The Rules. According to Bender, the brand targets “everyone from 15 on up [and] anyone who values superior quality.” Bender notes that the brand is “looking to be in a niche market. [It wants] the discerning customer.” Therefore, mass producing like Calvin Klein, as an example, is not an option for Bend the Rules. We posed some questions to Bender to explore the staying power of the brand.

Fashion Ledge: The name is quite unique. How did you come up with it?
MB: The name came about because that's my approach to life…to ‘bend the rules’ takes creativity and thought. It's playing fair, but doing it your way.

Fashion Ledge: What made you start Bend the Rules?
MB: I started the brand because being heavily into fitness, it was very difficult to find a pair of comfortable, flattering, yet absorbent underwear. Since I am very picky with what I wear, I decided to create my own. Bend the Rules boxer briefs are made with Tencel, a natural fiber. It is 130% more absorbent than cotton, antibacterial, and much softer. It also retains its shape all day as it hugs the body perfectly with no sag anywhere.

This “perfect fit” has translated into many wonderful consumer stories. Bender shares one: “Last year a Japanese billionaire was bought a pair as a gift. He loved them so much, he immediately placed a special order for 1,000 pairs all in red [as red] was his lucky color…he always wears them while playing golf.

Fashion Ledge: Do you advertise anywhere?
MB: We don't advertise anywhere, because we don't have to. Word of mouth is creating a great buzz. We have stars purchasing such as Bruce Willis, James Franco, Ryan Seacrest and so many others. It's easier to answer who is not wearing them. Charlie Sheen wore Versace for eight years and became a Bend the Rules convert. He has now purchased over 70 pairs.

Fashion Ledge: Is there a woman’s line?
MB: There are so many lines out there for women. We plan to keep Bend the Rules exclusively male. But women are wearing them too. Christina Aguilara has purchased three times - - each time for herself as well as Jordan.

Fashion Ledge: If you had to find one thing wrong with your brand, what would it be?
MB: The only negative thing I can say about Bend the Rules boxer briefs is that they are made so well, with such superior fabric, these damned briefs last forever, no matter how often you wash them…which may not be a good thing for the brand. LOL!!!

Bend the Rules can be purchased online at www.bendtherules.com and it will be coming to fine men's stores and boutiques in the fall.

For more information:
Bend the Rules
Fine Undergarments for Men
9601 Wilshire Blvd. Suite 1203
Beverly Hills, CA 90210
Phone: 310-278-5488
www.bendtherules.com