Homegrown Business: Anthony Ciavirella of Manmade

Meet Anthony Ciavirella, Co-Founder of Manmade, a direct-to-consumer brand that redefines men’s essentials. By offering quality boxer briefs, t-shirts, socks, and soap, Manmade sets out to solve the problem of ill-fitting and overpriced men’s essentials. In this interview, we’ll discover how Anthony and his co-founders discovered this opportunity, the spirit of their brand, and their core mission of redefining comfort and functionality for men all over North America. Anthony also dives into the unique factors that set Manmade apart from competitors such as functional designs and a commitment to giving back. Join us as we explore Anthony’s perspectives on the best and worst aspects of his work, and finish with a playful joke about their products.

Manmade

What is your business called and what does it do?

At Manmade, we provide men with the quality essentials they need without the BS they don’t. We are a direct-to-consumer brand for men offering function-first boxer briefs, t-shirts, socks and soap.

What made you want to do this work?

We – myself and co-founders Philip Santagata, Robert Marzin, and Roberto “Berto” Rebelo – have known each other since childhood. One day, when reuniting as adults, we realized we all shared 2 things in common: an entrepreneurial itch and bad underwear days. So, we left the finance world to fix the problem and start our own brand.

What problem did you want to solve with the business?

The problem of chafing, bunching and riding up underwear. We provide men with quality, comfortable, simple and functional products that make their lives better.

We then took the same philosophy and applied it to the rest of our product line to empower men to focus on what truly matters in their lives – be it work, fitness, or leisure – without the distractions of discomfort or inconvenience. Our mission is to redefine the standards of comfort and functionality, ensuring that men can confidently navigate their day with ease.

Who are your clientele/demographics?

Our target market is men and women shopping for men aged 30+ who care about comfort, located all over North America but mainly in Montréal and Southern Ontario.

How does your business make money? How does it work?

We have an online store and drive traffic to it using against-the-grain marketing and relatable social media content.

Where in the city can we find your profession?

Online only via our website.

What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.

“What makes us different?”

The main differences are our fair pricing, brand philosophy, and cult-favourite products – as proven by our over 2,000 5-star reviews! We design our products with function at the forefront. Whether it be our brief’s high-quality fabric (modal), unique horizontal fly or ergonomic “Mansack”, each of our products is made with quality and care. We also keep costs low by keeping production simple (minimal colours, styles, SKUs, etc.).

Plus, we strive to make an impact beyond just our product. This Giving Tuesday (Nov. 28), we fought against prostate cancer by donating $5 from each purchase to the Canadian Cancer Society (CCS), resulting in a rounded-up $10,000 which the CCS matched, totalling to a whopping $20,000 in support of prostate cancer research, support services, advocacy and health education.

What is the best part about what you do? What is the worst part?

We love everything that we do – from product research to innovative marketing – which is why we strive to build a brand that will outlive us. It’s rewarding to know we can actually make a difference by improving our customers’ lives while fulfilling our passion.

What is your favourite joke about your own profession?

“What do you call new underwear? UNSHARTED TERRITORY.”

Where can we follow you?

Instagram | TikTok | Facebook | YouTube

PAY IT FORWARD: What is another local business that you love?

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About Demian Vernieri 426 Articles
Demian is an Argentinian retired musician, avid gamer and editor for the Montréal Guardian, Toronto Guardian, Calgary Guardian and Vancouver Guardian websites.