What did Abanderado do differently?
It stood out not only for its product, but also for its way of communicating. We were the first brand in the sector to appear on television, speaking with closeness, naturalness, and authenticity. More than 60 years later, we remain a benchmark in the Spanish market, faithful to our essence and the trust of those who choose us every day.
1963
Abanderado was founded as a brand in 1963 in Mataró, a textile city par excellence. Initially, it was aimed at all audiences: men, women, girls, boys, and more. In 1969, the Princesa brand was created for women and girls. From then on, Abanderado was marketed exclusively to men. Its motto is clear: dress the man from within.
1970
Starting in the 1970s, it began to become a truly well-known brand, as it was the first men's underwear brand to dare to advertise on television, and it did so in a fresh way, combining emotional and rational aspects. We all remember the famous slogan "Men wear Abanderado because women buy Abanderado." This claim was a true reflection of society in the 1970s and 1980s, where women were responsible for purchasing underwear at home.
1980
By the mid-1980s, Abanderado's success was unquestionable. A market study conducted by DYM PANEL confirmed that Abanderado was the leader in the Spanish men's underwear market, accounting for 37% of the market.
1990
By the early 1990s, Abanderado was already a mature brand, known worldwide. It continued to renew designs and create new collections such as Activewear and New Age.
2003
In 2003, under the name Abanderado Maax, a new line of seamless and pajamas appeared.
2010
Abanderado recovers the spirit of the original logo and resurfaces on television with the Dry and Cool and Extra Soft Waist campaigns, the latter spot starring the famous athlete Gervasio Deferr.
2020
In this new decade, Abanderado continues its commitment to quality and sustainability with the launch of Suavidad real and its Ecosmart range of organic cotton.
2022
Abanderado reclaims its innovative spirit with the launch of the Sensitive line, made from bamboo that respects and cares for your skin every day with an ultra-soft fabric that provides comfort and support.
2024
We've introduced active thermoregulation technology into our new Regul'active line of T-shirts, which helps distribute sweat and accelerate moisture evaporation.
2025
We've introduced active thermoregulation technology into our new Regul'active line of T-shirts, which helps distribute sweat and accelerate moisture evaporation.
