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‘Just take the pouch out’: How Step One tweaked its underwear for women

Source: Supplied
It’s common knowledge that women make the vast majority of purchase decisions in households, so when the founder and CEO of men’s underwear brand Step One, Greg Taylor, found out that 40 per cent of his customer base were women, he didn’t think anything of it.  But when some of those women started posting selfies of themselves actually wearing Step One products – pouch and all – he realised he was missing an opportunity to expand.  “I thought, ‘There’s something in this