Urban underwear brand WAXX has taken a last minute decision to exhibit at MODA, in a bid to promote its new retail prices to the trade industry.
Due to a rise in sales, UK distributor Elite Apparel has reduced the retail price of WAXX products by 20 percent.
Boxers will now retail at £20, a move that Elite Apparel claims has been designed to help retailers match the price points of rival brands.
The offering will remain exactly the same, with the boxers continuing to be displayed in a matching gift tin, containing a WAXX keyring and sticker.
At the event, WAXX will also be promoting its alternative model competition (Face of WAXX) and will be bringing the winner, from the June contest, to model on the MODA stand.