Duluth Trading shares traded at $3.735, down 1.19%, as the company promotes its underwear collections ahead of the fall shopping season. The retailer has placed greater attention on first-layer products as shoppers refresh their seasonal wardrobes, highlighting comfort, moisture control, fabric choice, fit, and support across its collections.

Duluth Holdings Inc. (DLTH) targets both men and women through several underwear and first-layer product lines, including Buck Naked, Free Range, Armachillo, Dang Soft, and Bullpen. The seasonal campaign gives the retailer another opportunity to highlight products used throughout the year.

Duluth Trading operates as a functional workwear and outdoor apparel brand with a focus on practical clothing. Founded in 1989 and headquartered in Belleville, Wisconsin, the company built its business through catalogs and e-commerce before expanding into brick-and-mortar retail, and it has long marketed problem-solving garments through irreverent, humor-driven advertising. The company has expanded its attention beyond visible outer layers to everyday essentials, and the current campaign centers on products that customers frequently wear and wash during regular routines.

Fall Shopping Brings First-Layer Products Into Focus

Duluth Trading links the underwear push to the seasonal wardrobe reset that accompanies back-to-school shopping. The National Retail Federation expects families to spend $146.8 billion during the 2026 back-to-school season, with clothing and accessories potentially accounting for $13.1 billion of that spending, according to the cited industry figures. Back-to-school consistently ranks among the largest spending events on the U.S. retail calendar after the winter holiday season, which is why retailers time merchandise pushes to the late-summer window.

The company says shoppers often refresh visible clothing while overlooking underwear and other basic layers, and Duluth aims to bring these frequently used products into the seasonal shopping conversation. The company emphasizes that first layers can influence comfort and movement throughout the day.

Duluth also separates its products according to different daily needs and preferences. Some collections emphasize natural fabrics, while others focus on moisture control or cooling performance. The assortment gives customers several options across work, exercise, and everyday use, and it positions Duluth against mass-market basics brands such as Hanes and Fruit of the Loom, which dominate the underwear category at lower price points. Duluth competes on performance fabrics, fit variety, and its guarantee rather than on price.

Product Range Targets Comfort and Performance

Duluth's Buck Naked collection focuses on lightweight comfort and moisture-wicking performance across men's and women's products. The women's range includes Hi-Cut, Boyshort, and Brief styles with moisture and odor control features, while men's Buck Naked Performance products use nylon and spandex for moisture management and faster drying.

The Free Range collection provides a natural-fabric option for women. Duluth states that the collection uses 94% organic cotton and offers Original and Modern cuts. The Dang Soft family targets customers who prioritize softness across men's and women's products.

Armachillo and Bullpen products target customers who need cooling and support during active days. The Armachillo Bullpen Boxer Brief combines cooling fabric with added support for movement. Duluth offers multiple fits, including Briefs, Boxer Briefs, Hipsters, Boyshorts, and Extra-Long Boxer Briefs.

Customer Reviews Support the Underwear Offering

Customer reviews provide another source of attention for Duluth's first-layer products. The company reports more than 30,000 five-star reviews for men's Buck Naked underwear, and men's Buck Naked Performance Boxer Briefs average about 4.8 out of five across more than 17,000 reviews.

Duluth also reports positive feedback across its women's Free Range and Buck Naked products. Customers frequently mention comfort, fit, reduced bunching, and reduced chafing in their product feedback. The company provides a one-year No Bull guarantee for its first-layer products, extending a returns policy it applies across its catalog.

The seasonal campaign adds product visibility as shoppers prepare for cooler months and renewed daily routines. DLTH stock remains below $4, with shares at $3.735 during the August 26 trading session. The company's next major scheduled checkpoint is its September 3, 2026 earnings report, where quarterly sales and management commentary will indicate how the retailer's merchandising and marketing efforts are performing, while recent product news has produced mixed market reactions.