Bonds, Australia’s Iconic Underwear Crafted for Down Under, Lands in the U.S.

Bonds, the iconic Australian underwear brand trusted by Aussies for over 100 years, is now bringing its legendary comfort to the U.S. Known for its durable and comfortable underwear. Bonds has been the go-to choice for keeping Aussie bums, boobs, and bits comfy in every situation.

“We’re excited to introduce our signature Aussie comfort and spirit to the U.S.,” says Tanya Deans, President of Bonds Australia. “Americans might wonder: how do Aussies stay so laid-back in a land filled with dangerous creatures like sharks, spiders, crocs, and snakes? The answer is simple: they’re all wearing Bonds!”

The U.S. launch is accompanied by the creative “Made for Down Under” campaign, which features Australian conservationist and TV personality Robert Irwin (yes, the son of Steve Irwin) alongside rising hip-hop star Tkay Maidza. The campaign showcases the fearless Aussies posing with real-life snakes and spiders while wearing their favorite Bonds undies, proving that Bonds truly has their backs—and bums—covered.

This bold national campaign will run across various platforms, including OOH (out-of-home advertising), digital, social media, podcasts, and connected TV, starting in April and continuing throughout the year.

“We can’t wait for our U.S. friends to experience Bonds,” says Deans. “The average Aussie owns 12 Bonds products. We’re literally the first thing people put on in the morning and the last thing they take off at night. Now, we’re excited to help Americans upgrade their underwear drawer with our Down Under comfort.”

With more than 17,000 five-star reviews, the brand is renowned for its ultra-soft, high-quality fabrics designed for all-day wear. The brand offers a wide range of sizes, including XS-XXL for women, S-3XL for men, and 32A-38DD for bras.