I bought those boxers once a loooong time ago, but I haven’t bought anything else. They weren’t bad nor good, and they weren’t expensive because there was a big discount. I only have one experience and even that is from ages ago, so it doesn’t matter that much.
Those new clothes look good to me because they don’t try too hard and are, to some extent, understated in a good way. And from what I’ve been googling and looking at, many agree with you on the usability and comfort. 
The price level is reasonable in my opinion, if and when we’re talking about slightly higher quality products.
There were quite a lot of products from this brand on sale, but I don’t know how the volume and size of the discounts compare to competitors.