NHL style revolution: Why players and their hockey butts are fans of the relaxed pants trend

The origin story of Bonobos, the menswear company launched in 2007, can be written with one body part in mind.“Our original mission,” says Kate Fulk, Bonobos’ senior vice president of merchandising, planning and wholesale, “was to solve what we called ‘khaki diaper butt.’”Slim fit pants, according to Fulk, account for more than 50 percent of Bonobos’ sales. Butts are flattered, not merely covered.Advertisement