Fran Bonomi

Bonobos is a clothing brand committed to “Fit for Every Man.” And that belief goes beyond clothing.

Given their unprecedented number of pant sizes (precisely 172), we selected 172 real individuals across a spectrum of body shape, race, age, and identity and interviewed each and every one of them about today’s definition of “masculine.“

This piece is not scripted. People and reactions are 100% authentic.

Created with the voices of our 172 individuals for users to find out more about the project and post their own synonym for “masculine“ and help evolve the current definition.

We launched a 30s commercial prior to Evolve the Definition as a celebration of all 172 pant sizes, a portrait of diversity and the beginning of the larger topic.