Bonobos

If your frustration with khakis is the fit rather than the fabric, Bonobos was built for you. The brand grew out of a pair of men's pants designed with a curved waistband, medium rise and tailored thigh meant to fit better and eliminate what the founder called "khaki diaper butt." Shoppers most often praise the cut and comfort, so they tend to reward you if a flattering fit matters more than rugged durability.

That was the entire reason the brand exists. Co-founder Brian Spaly started designing men's pants at Stanford Business School with a curved waistband and a tailored thigh specifically to fix the saggy, boxy seat that plagued ordinary khakis. The signature shape is what turned a single pair of trousers into a menswear label.

Both sit in the polished-casual lane, but Bonobos leans harder into fit customisation while Banana Republic competes on a wider store footprint and accessible price. Bonobos was founded on the idea that a man could get a good fit without going bespoke, which is why fit-conscious shoppers gravitate to it. If your top priority is the seat and thigh sitting right, that is Bonobos' home turf.

It is a try-before-you-buy showroom rather than a stockroom. Bonobos started purely online in 2007, then in 2011 tested an in-store concept at its New York headquarters it called a Guideshop, opening its first standalone location in Boston in May 2012. You go in to try clothes on and get fitted, and your order ships to you from the warehouse, keeping the store itself uncluttered.

It is generally considered reliable for fit-led, polished casualwear, with the strongest praise reserved for its trousers and chinos. Reviews are more mixed on its tailored pieces, so manage expectations there. As a rule, treat Bonobos as a comfort-and-fit brand for everyday and workwear rather than a heavy-duty or heritage-tailoring house.

Yes, it is American and was launched as an online retailer in 2007. It was founded by Stanford Business School students Andy Dunn and Brian Spaly, with Dunn famously cashing in his 401(k) to build bonobos.com and moving to New York with 400 pairs of pants he picked, packed and shipped from his Union Square apartment.

The range has broadened well past its original trousers. Bonobos designs and sells menswear including suits, trousers, denim, shirts, shorts, swimwear, outerwear and accessories. The chinos remain the calling card, but as it grew the brand added suiting and dress shirts, which is partly what drove demand for the in-store Guideshop fitting model.

The brand has changed hands more than once. Walmart bought Bonobos in 2017 for $310 million, then in 2023 fashion retailer Express and management firm WHP Global acquired it for a combined $75 million, a deal that closed on 25 May 2023. WHP Global holds the brand rights while Express took on the operating side under licence.

Maide was Bonobos' second label, launched in 2013 as a golf brand built by the same team. It was an early sign that the company saw itself as more than a single pant, extending its fit-first approach into performance and sport-adjacent clothing.

Both, though the model is online-first by design. The brand began life on bonobos.com in 2007 and still runs primarily through e-commerce, with the Guideshop network giving you a place to try things on before ordering. It has also been sold through partner channels over the years, so availability is fairly broad in the United States.

Wash them gently and avoid high heat. Because Bonobos pants are cut for a precise tailored fit and built with a touch of stretch, a cold, gentle cycle and air drying help the waistband and thigh hold their intended shape. Tumble drying on high is the quickest way to shrink and distort a fit you paid specifically to get right.