Duluth Trading targets fall shoppers with underwear line promotion

Duluth Trading Co. (DLTH) is focusing its marketing efforts on first-layer products, specifically its underwear collections, ahead of the fall shopping season. The company is highlighting various product lines, including Buck Naked, Free Range, Armachillo, Dang Soft, and Bullpen, emphasizing features such as moisture control, fabric choice, and fit.

The retailer noted that its men’s Buck Naked collection has received over 30,000 five-star reviews, with the Performance Boxer Briefs specifically averaging approximately 4.8 out of 5 stars from more than 17,000 reviews. To support these products, the company offers a one-year ‘No Bull’ guarantee.

This seasonal push coincides with the back-to-school period. According to the National Retail Federation, families are expected to spend $146.8 billion during the 2026 back-to-school season, with clothing and accessories projected to account for $13.1 billion of that total.