Hanes
| Company type | Subsidiary |
|---|---|
| Industry | Apparel |
| Founded | 1900 |
| Founder | John Wesley Hanes |
| Headquarters | Winston-Salem , United States |
Area served | Worldwide |
| Products | Underwear, casual apparel, hosiery, socks, lingerie, activewear |
| Parent | Hanesbrands Inc. |
Hanes (established in 1900) along with Hanes Her Way (launched in 1985) are American apparel brands based in Winston-Salem, North Carolina. Originally founded as Shamrock Knitting Mills by John Wesley Hanes, the enterprise is currently a subsidiary of Hanes, Inc.
History
The origins of Hanes trace back to 1900 when businessman John Wesley Hanes, a notable figure in Winston-Salem, initiated the company under the name Shamrock Knitting Mills. Following his passing in 1903, the firm grew significantly, erecting new manufacturing plants and adopting the name Hanes Hosiery Mills Company in 1914.
Pleasant H. Hanes, John Wesley’s brother, established the P.H. Hanes Knitting Company in 1901 after the siblings had sold their tobacco enterprise to R. J. Reynolds Tobacco Company in 1900. In 1965, these two textile firms united to create the Hanes Corporation, thereby strengthening their dominance in hosiery and knitwear markets. The P.H. Hanes Knitting Company facility has been recognized on the National Register of Historic Places due to its historical significance.
In 1979, Hanes was acquired by Consolidated Foods (which later became Sara Lee), becoming part of a larger corporate entity. Then, in September 2006, Sara Lee separated its branded clothing operations across the Americas and Asia into a new company called Hanesbrands Inc., which now oversees design, manufacturing, sourcing, and distribution of a wide array of products including underwear, casual apparel, hosiery, and socks.
Among HanesBrands’ prominent labels are Hanes (its flagship brand), Champion, Playtex, Bali, Just My Size, Barely There, Wonderbra, L’eggs, C9 by Champion, Duofold, Beefy-T, Outer Banks, Sol y Oro, Rinbros, Zorba, and Ritmo.
The company has broadened its global footprint through strategic acquisitions. Notably, in 2016 HanesBrands purchased Pacific Brands for US$800 million, incorporating Australian leaders such as Bonds and Berlei along with premium linen brand Sheridan into its portfolio. Further expanding its presence in Australasia, it acquired Bras N Things in February 2018 for around AU$500 million.
Production
Annually, Hanes manufactures approximately 82 million meters of fabric at facilities located in El Salvador, contributing to 20% of the nation’s textile and apparel exports and nearly 9.8% of total exports in 2023. With over three decades of manufacturing operations there, Hanes held the position as El Salvador’s top exporter from 2013 through 2024.
In response to the coronavirus pandemic, Hanes demonstrated adaptability by converting part of its production lines to create N95 masks for medical personnel, highlighting its commitment to social responsibility and operational flexibility.
Products
The Hanes brand offers an extensive selection of apparel:
- Innerwear
- Women’s lingerie including bras, panties, and bodywear
- Men’s underwear and undershirts
- Children’s underwear and undershirts
- Socks and hosiery
- Outerwear
- Performance activewear such as technical T-shirts and shorts
- Casual clothing including T-shirts, fleece garments, and sport shirts
Advertising
Hanes has continually refined its advertising strategies to boost brand visibility. During the 1970s and 1980s, the women's hosiery campaign featured the slogan "Gentlemen Prefer Hanes," which transitioned in the 1990s to "The lady prefers Hanes." In the mid-1980s, actress Polly Rowles portrayed “Inspector 12” as a brand ambassador.
Between 1992 and 1999, marketing centered around the phrase "Just wait'll we get our Hanes on you," a tagline that was brought back in 2005 with celebrity endorsements from figures such as Michael Jordan, Matthew Perry, and Marisa Tomei. Hanes served as a sponsor for the 1996 Atlanta Olympics, releasing a limited edition Beefy T-shirt collection that later sold at auctions for prices reaching $42,000.
The early 2000s introduced campaigns promoting Hanes "Go Tagless" T-shirts, featuring well-known personalities including Jordan and Jackie Chan. In 2008, Charlie Sheen became a company spokesperson, a role he held until 2010 when his contract was terminated following legal complications.
In 2019, Hanes unveiled the "Every Bod" initiative to champion body positivity through its FlexFit boxer line. This campaign aimed to reach a wider, more diverse audience by challenging conventional masculine norms typically seen in men's underwear advertising.