Bonobos debuts women's collection, male allyship campaign

To celebrate women's history month, Bonobos is following up on a gender-bending campaign last summer with a new message focused on male allyship."The whole concept of male allyship is sort of the next phase in this fight toward gender equality," Bonobos CEO Micky Onvural told Retail Dive in an interview at the Shoptalk retail conference Tuesday. "How do we educate, encourage and empower men to raise women up?"The campaign, which launched Monday, also heralds in the first women's collection for the men's brand built on chinos. The five-piece collection includes two shirts, two shirt dresses and a jumpsuit all modeled after its popular Riviera print. Forty percent of the proceeds will be donated to Promundo, a Brazilian organization that helps educate men and boys about gender equality and violence prevention. "I'm not going to lie, it will be interesting to see what the reaction is to the women's product," Onvural said, but for now there aren't greater plans to dive into the category. "If you're going to engage a female audience and a male audience on women's history month it felt strange to not have something they could engage with on a product level," she said. "It gave us an opportunity to give back through the product sales through Promundo, so it was really more of an application of the idea and really activating it and not just talking about it more than anything else."

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