Hanes

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American apparel brand known for underwear, T-shirts, socks, hosiery, fleece, and other everyday clothing essentials.

Last updated November 2, 2026

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Overview

Hanes is an American clothing brand headquartered in Winston-Salem, North Carolina, and best known for practical, mass-market apparel essentials. Its principal categories include men's, women's, and children's underwear; bras and bodywear; undershirts; socks and hosiery; T-shirts; fleece; sport shirts; and activewear. The brand is positioned around comfort, accessibility, durability, and uncomplicated everyday use rather than high-fashion design or luxury positioning. The brand traces its origins to Shamrock Knitting Mills, established in Winston-Salem in 1900 by businessman John Wesley Hanes. Hanes died in 1903, but the enterprise continued to develop as a textile and hosiery producer. The business adopted the name Hanes Hosiery Mills Company in 1914. John Wesley Hanes's brother, Pleasant H. Hanes, separately founded the P. H. Hanes Knitting Company in 1901. The two Hanes businesses were consolidated in 1965, creating the Hanes Corporation. In 1979, Hanes became part of Consolidated Foods, later known as Sara Lee Corporation. A major corporate turning point occurred in September 2006, when Sara Lee separated its branded apparel businesses in the Americas and Asia into Hanesbrands Inc. Hanes became the new company's largest and most prominent brand, alongside labels such as Champion, Playtex, Bali, Just My Size, L'eggs, and others. Hanesbrands later expanded its wider portfolio through acquisitions including Pacific Brands in 2016 and Bras N Things in 2018, although those transactions primarily concerned brands beyond the core Hanes label. Hanes has built broad consumer recognition through long-running advertising, celebrity endorsements, and memorable slogans. Its hosiery advertising used the phrase "Gentlemen Prefer Hanes" during the 1970s and 1980s, while later campaigns used "The lady prefers Hanes" and "Just wait'll we get our Hanes on you." The latter platform was revived in the 2000s with celebrity appearances including Michael Jordan, Matthew Perry, and Marisa Tomei. The brand also promoted tagless T-shirts and comfort-oriented product features, helping translate technical product claims into accessible consumer benefits. The label has maintained a substantial manufacturing and sourcing presence outside the United States. Hanesbrands has operated textile production in El Salvador for decades, and Hanes-related manufacturing has been significant to that country's apparel-export economy. During the COVID-19 pandemic, a Hanes facility in the United States was adapted to produce N95 masks for healthcare workers, demonstrating the company's ability to redirect manufacturing capacity during an emergency. Today, Hanes remains an active international basics brand sold through mass retailers, department stores, e-commerce channels, and the company's own digital commerce operations. Its market role is that of a high-volume, mid-market provider of familiar essentials, with product development focused on fit, softness, stretch, moisture management, tagless construction, value, and, in selected lines, recycled or lower-impact materials such as those promoted under the EcoSmart name.

History

Hanes originated in Winston-Salem, North Carolina, in 1900, when John Wesley Hanes established Shamrock Knitting Mills. The company emerged from the area's growing textile and hosiery economy and eventually became associated with the Hanes name across underwear, hosiery, and knitted apparel. John Wesley Hanes died of heart trouble in 1903, but the business continued operating and expanded its manufacturing footprint. A new Shamrock Knitting Mills plant was built at Third and Marshall Streets in 1911. The original building was later sold and, after subsequent reuse, was placed on the National Register of Historic Places in 1978. The Hanes family business structure also included a separate enterprise founded by John Wesley Hanes's brother, Pleasant H. Hanes. The P. H. Hanes Knitting Company was established in 1901. The brothers had previously been involved in tobacco manufacturing before selling that business to R. J. Reynolds Tobacco Company in 1900. Shamrock Knitting Mills adopted the name Hanes Hosiery Mills Company in 1914, while the two Hanes knitting businesses developed as separate operations for several decades. In 1965, Hanes Hosiery Mills Company and the P. H. Hanes Knitting Company were consolidated into the Hanes Corporation. This combination unified the principal Hanes textile and apparel interests and provided a larger platform for the production and distribution of hosiery and clothing basics. The P. H. Hanes Knitting Company complex was later recognized on the National Register of Historic Places in 2005, reflecting the historical importance of the Hanes manufacturing legacy in Winston-Salem. Hanes entered a new corporate phase in 1979, when the corporation became part of Consolidated Foods. Consolidated Foods was subsequently renamed Sara Lee Corporation. Under Sara Lee, Hanes operated within a broader branded consumer-goods portfolio and expanded the reach of its basic-apparel labels. During the late twentieth century, the brand became particularly visible through national advertising for hosiery, underwear, T-shirts, and other high-volume products. Advertising was central to Hanes's public identity. The women's hosiery slogan "Gentlemen Prefer Hanes" was used during the 1970s and 1980s, followed by the reversal "The lady prefers Hanes" in the early 1990s. Television commercials in the mid-1980s featured actress Polly Rowles as "Inspector 12," whose quality-control character delivered a recurring line about not approving the Hanes name until she approved the product. From 1992 through 1999, the brand used "Just wait'll we get our Hanes on you," a slogan later revived in 2005 with celebrity endorsers including Michael Jordan, Matthew Perry, and Marisa Tomei. In September 2006, Sara Lee spun off its branded apparel operations in the Americas and Asia into Hanesbrands Inc. The transaction established Hanesbrands as an independent public company and made Hanes its largest brand. The new company also controlled or marketed a wide portfolio of apparel labels, including Champion, Playtex, Bali, Just My Size, L'eggs, Duofold, and others. Hanes continued to function as the group's core everyday-basics label, while the wider corporate portfolio covered sportswear, intimate apparel, hosiery, and adjacent categories. Hanes's international manufacturing network became particularly important in Central America. The company has manufactured in El Salvador for approximately three decades, producing fabric and apparel for export. Reference material describes Hanes as a major contributor to El Salvador's textile and clothing exports, with production reaching tens of millions of meters of fabric annually. During the COVID-19 crisis, a United States Hanes facility was converted to produce N95 masks for healthcare workers, illustrating a temporary shift from consumer apparel to protective medical equipment. The parent company continued to pursue international expansion. In 2016, Hanesbrands acquired Pacific Brands, adding Australian and regional brands such as Bonds, Berlei, and Sheridan. In 2018, Hanes Australasia acquired Bras N Things. These transactions broadened Hanesbrands's international portfolio, but Hanes itself remained focused on underwear, T-shirts, socks, hosiery, fleece, activewear, and other accessible clothing essentials. Hanes's more recent brand communication has emphasized comfort, fit, inclusivity, and everyday wear. Product platforms such as ComfortFlex Fit, EcoSmart, Beefy-T, Go Tagless, and FlexFit have used construction, fabric, stretch, softness, and sustainability claims to differentiate otherwise basic products. The 2019 Every Bod campaign used body-positive language in men's underwear marketing. Hanes is currently an active global apparel brand distributed through retailers, online channels, and Hanesbrands's commercial network.

2020
Hanes produces N95 masks during the pandemic
[1]Hanesen.wikipedia.org
A Hanes manufacturing facility is adapted to produce N95 masks for healthcare workers during the COVID-19 emergency.
2019
Every Bod campaign is introduced
[1]Hanesen.wikipedia.org
Hanes introduces body-positive messaging for its FlexFit men's underwear line.
2018
Hanes Australasia acquires Bras N Things
[1]Hanesen.wikipedia.org
Hanes Australasia adds Bras N Things to its intimate-apparel retail and brand portfolio.
2016
Hanesbrands acquires Pacific Brands
[1]Hanesen.wikipedia.org
The acquisition expands Hanesbrands's international brand portfolio with Bonds, Berlei, Sheridan, and other labels.
2006
Hanesbrands Inc. is created
[1]Hanesen.wikipedia.org
Sara Lee spins off its branded clothing businesses in the Americas and Asia into the publicly traded Hanesbrands Inc., with Hanes as its leading brand.
1996
Hanes sponsors the Atlanta Olympics
[1]Hanesen.wikipedia.org
Hanes becomes a major sponsor of the Atlanta Olympic Games and produces a limited run of Beefy-T shirts for the event.
1992
The Just wait'll we get our Hanes on you campaign begins
[1]Hanesen.wikipedia.org
Hanes introduces a slogan that becomes one of its best-known advertising platforms and remains in use through the 1990s.
1979
Hanes joins Consolidated Foods
[1]Hanesen.wikipedia.org
The Hanes Corporation becomes part of Consolidated Foods, which later changes its name to Sara Lee Corporation.
1965
Hanes companies are consolidated
[1]Hanesen.wikipedia.org
The P. H. Hanes Knitting Company and Hanes Hosiery Mills Company are consolidated into the Hanes Corporation.
1914
The company adopts the Hanes Hosiery Mills name
[1]Hanesen.wikipedia.org
Shamrock Knitting Mills is renamed Hanes Hosiery Mills Company.
1911
A new Shamrock plant is built
[1]Hanesen.wikipedia.org
Shamrock Knitting Mills builds a new facility at Third and Marshall Streets in Winston-Salem.
1901
P. H. Hanes Knitting Company is established
[1]Hanesen.wikipedia.org
Pleasant H. Hanes, brother of John Wesley Hanes, establishes a separate Hanes knitting company that later becomes part of the consolidated Hanes Corporation.
1900
Shamrock Knitting Mills is founded
[1]Hanesen.wikipedia.org
John Wesley Hanes establishes Shamrock Knitting Mills in Winston-Salem, North Carolina, creating the business that later develops into the Hanes brand.

Products and positioning

Mid-market, everyday basics emphasizing comfort, fit, value, durability, and broad household appeal.

Underwear and intimate apparel
Hanes underwear and innerwear
The core Hanes assortment includes men's underwear, women's panties and bodywear, bras, undershirts, and children's underwear. These products are generally designed for regular use and emphasize comfortable fabrics, accessible pricing, practical fits, stretch, and easy-care construction.
Casualwear
Hanes T-shirts
Hanes T-shirts range from basic undershirts to heavier casual styles such as the Beefy-T and performance-oriented shirts. The Go Tagless platform highlights the removal of irritating neck labels, while other lines focus on softness, durability, moisture management, or recycled-fiber content.
Hosiery
Hanes socks and hosiery
Socks and hosiery are longstanding Hanes categories. The assortment serves men, women, and children and includes everyday socks, athletic-oriented socks, and women's hosiery. Historically, hosiery advertising played a major role in establishing the Hanes name with American consumers.
Activewear
Hanes activewear
Hanes activewear includes performance T-shirts, shorts, and related sport-oriented basics. The products extend the brand from underwear and casual essentials into clothing intended for exercise, recreation, and everyday movement, while retaining the brand's value-oriented positioning.
Casualwear
Hanes fleece and sport shirts
Fleece garments and sport shirts broaden Hanes's outerwear and casualwear offer. These products are built around comfort and layering and complement the brand's T-shirts, underwear, socks, and other foundational apparel.
Underwear
Hanes ComfortFlex Fit
ComfortFlex Fit is a Hanes product platform centered on flexible construction and fit. It is associated with underwear and other garments designed to move with the wearer, using stretch and comfort features as key selling points.
Fleece and casualwear
Hanes EcoSmart
EcoSmart is a Hanes line associated with fleece and casual apparel made with recycled materials in selected products. The platform connects the brand's value-oriented basics proposition with a lower-impact materials message.
T-shirts
Hanes Beefy-T
Beefy-T is a Hanes T-shirt line known for a heavier, more substantial construction than lightweight undershirts. It has served both as a major product line and as a prominent platform for promotional activity, including a limited edition associated with the 1996 Atlanta Olympics.
Men's underwear
Hanes FlexFit
FlexFit men's underwear uses flexible construction and comfort-oriented messaging. The line was the subject of the 2019 Every Bod campaign, which presented a more inclusive and body-positive approach to men's underwear advertising.

Controversies

2021
Keds sues Hanes over Champion trademark
In 2021, Keds filed a lawsuit against Hanes in the United States. The dispute concerned licensing of the Champion trademark. The legal action centered on the licensing arrangements between the parties regarding the Champion brand. Keds brought the suit in a United States court, and the matter was reported as a trademark dispute over Champion licensing. No further details on the claims, the parties' positions, or the outcome were provided in the source.
Source
2010
Termination of Charlie Sheen endorsement
Hanesbrands ended advertising featuring Charlie Sheen after domestic-violence charges were filed against the actor. The matter concerned the endorsement relationship and the brand's decision to discontinue the campaign.
Source

2019Every Bod
United States
Every Bod promoted Hanes FlexFit boxers through body-positive messaging intended to reduce the macho assumptions traditionally associated with men's underwear advertising.
Outcome. The campaign broadened Hanes's communication around inclusion and everyday body confidence.
Source
2008Charlie Sheen endorsement campaign
United States
Charlie Sheen joined Michael Jordan as a Hanes celebrity spokesman. The advertising was produced by The Martin Agency.
Outcome. Hanesbrands terminated the campaign in 2010 after domestic-violence charges were filed against Sheen.
Source
2005Look who we've got our Hanes on now
United States
Hanes revived its earlier slogan platform with celebrity endorsements including Michael Jordan, Matthew Perry, and Marisa Tomei.
Outcome. The campaign refreshed the brand's humorous mass-market advertising approach for a new period.
Source
2000Go Tagless
United States
Hanes promoted tagless T-shirts through advertisements featuring celebrities and entertainers including Michael Jordan, Jackie Chan, and Brian Regan.
Outcome. The campaign made a product-construction benefit—the absence of a traditional neck tag—central to the brand message.
Source
1996Atlanta Olympics Beefy-T sponsorship
United States
As a major Atlanta Olympic sponsor, Hanes produced a limited series of 500 Beefy-T shirts. The first shirt was auctioned for $32,500, and the highest reported sale price for a shirt in the series was $42,000.
Outcome. The limited-edition promotion generated substantial collector interest and associated the Beefy-T with a major sporting event.
Source
1992Just wait'll we get our Hanes on you
United States
The slogan used humor and conversational phrasing to promote Hanes underwear and basic apparel from 1992 through 1999.
Outcome. It became one of the brand's signature advertising platforms and was revived in 2005.
Source
1990The lady prefers Hanes
United States
Hanes turned its earlier hosiery slogan around as "The lady prefers Hanes," shifting the voice of preference toward the consumer herself.
Outcome. The campaign extended the brand's established hosiery advertising language into the early 1990s.
Source
1985Inspector 12
United States
Television advertisements featured actress Polly Rowles as Inspector 12, a quality-control character who approved the Hanes name only after approving the product.
Outcome. The character and recurring line gave Hanes a distinctive quality-and-inspection advertising device.
Source
1970Gentlemen Prefer Hanes
United States
Hanes used the slogan "Gentlemen Prefer Hanes" in women's hosiery advertising during the 1970s and 1980s, linking the brand with familiar, mainstream femininity and product preference.
Outcome. The slogan became a widely recognized part of the brand's advertising identity.
Source

Brand decisions

2020
Pandemic production conversionOther
Background
The COVID-19 pandemic created an urgent need for protective equipment for healthcare workers.
Action taken
A Hanes facility in the United States was retrofitted to manufacture N95 masks.
Aftermath
The manufacturing network temporarily supported medical-equipment production during the public-health emergency.
Source
2018
Acquisition of Bras N ThingsM&A
Background
Hanes Australasia continued expanding its intimate-apparel presence in the Australian market.
Action taken
The Hanes Australasia division acquired the Bras N Things brand and retail business.
Aftermath
Hanesbrands gained a larger position in Australian intimate-apparel retail.
Estimated acquisition value. Approximately AU$500 million (February 2018)
Source
2016
Acquisition of Pacific BrandsM&A
Background
Hanesbrands sought to expand its international apparel presence and strengthen its position in Australia and nearby markets.
Action taken
Hanesbrands acquired Pacific Brands, adding brands including Bonds, Berlei, and Sheridan to its portfolio.
Aftermath
The transaction increased Hanesbrands's international scale and broadened its brand coverage beyond the core Hanes label.
Reported acquisition value. US$800 million (2016)
Source
2006
Separation from Sara LeeStrategy
Background
Sara Lee reorganized its portfolio by separating its branded clothing businesses in the Americas and Asia from the parent company.
Action taken
The apparel operations were spun off as Hanesbrands Inc., with Hanes as the flagship brand.
Aftermath
Hanes became the leading label within an independent public apparel company that also owned or marketed numerous adjacent brands.
Source

Recent events

2025
Gildan agreed to acquire Hanesbrands[4]工人权利联盟报告未支付中美洲工资en.wikipedia.org
M&A
Gildan and Hanesbrands announced a cash-and-stock merger agreement valued at approximately $2.2 billion.
2025
Gildan completed the acquisition of Hanesbrands[4]工人权利联盟报告未支付中美洲工资en.wikipedia.org
M&A
Gildan completed its acquisition of Hanesbrands on December 1, ending Hanesbrands’ existence as a separately listed company.
2024
Hanesbrands announced Winston-Salem headquarters relocation[4]工人权利联盟报告未支付中美洲工资en.wikipedia.org
Other
The company announced plans to move its headquarters to the Park Building in downtown Winston-Salem, while the Oak Summit site was expected to be taken over by Carolina University.
2024
Champion sale announced[4]工人权利联盟报告未支付中美洲工资en.wikipedia.org
M&A
Hanesbrands announced plans to sell Champion to Authentic Brands Group for approximately $1.2 billion.
2021
Michael Dastugue appointed CFO[4]工人权利联盟报告未支付中美洲工资en.wikipedia.org
Leadership change
Hanesbrands announced that Michael Dastugue would become CFO on May 1, as the company responded to changing shopping behavior and the growth of online retail.
2020
Hanes adapts manufacturing capacity to produce N95 masks[1]Hanesen.wikipedia.org
Other · Product launch
During the COVID-19 pandemic, a Hanes facility in the United States was retrofitted to manufacture N95 masks for healthcare workers.
2019
Hanes launches the Every Bod campaign[1]Hanesen.wikipedia.org
Campaign
The campaign promoted body-positive messaging for Hanes FlexFit men's underwear and sought to soften traditional macho conventions in men's underwear advertising.
2019
CFO transition after Barry Hytinen departure[4]工人权利联盟报告未支付中美洲工资en.wikipedia.org
Leadership change
Barry Hytinen left Hanesbrands for Iron Mountain; chief accounting officer Scott Lewis was designated to become CFO in January 2020.
2018
Hanes Australasia acquires Bras N Things[1]Hanesen.wikipedia.org
M&A
The Hanes Australasia division acquired the Australian intimate-apparel retailer and brand Bras N Things.
2017
Hanesbrands acquired Alternative Apparel[4]工人权利联盟报告未支付中美洲工资en.wikipedia.org
M&A
Hanesbrands announced a roughly $60 million acquisition of Alternative Apparel, adding a lifestyle and casualwear label.

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