After more than four years of ownership, Walmart is adding Bonobos to its merchandise mix. But it’s not the core men’s product. Instead, 250 stores will carry a new label, Bonobos Fielder, which the company describes as a “streetleisure” collection.
“It’s a brand extension of Bonobos but it’s for Gen Z at an accessible price point,” said David Meir Sasson, chief operating officer who stepped into the role of interim chief executive officer when Micky Onvural resigned from that position last month. Fielder combines athleisure and gorpcore sensibilities with streetwear references.
Every two seasons, Sasson said, the brand will collaborate with a different artist on the collection designs. Sasson, a veteran of Derek Lam, Kenneth Cole and Elie Tahari who joined Bonobos three years ago, said that when the pandemic started, the company instituted two major changes. The first was to offer apparel with an e-waist — to accommodate the COVID-19 weight gain that many men experienced — and more loungewear for those at-home Zoom calls.
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