Prince Gomolvilas

Six Underwear Models and a Camera; Plus, "Gay" Underwear Becomes Mainstream

Filed By Prince Gomolvilas | July 15, 2009 5:00 PM | comments

Filed in: Entertainment
Tags: 2(x)ist, Andrew Christian, baskit, Calvin Klein, Echelon Magazine, Ginch Gonch

You know that your reputation precedes you when PR companies start sending you links to videos that feature models stripping down to their underwear. That's not a complaint, by the way. That's a request for it to never ever stop.

/baskit/, a men's apparel company that's devoted to underwear (as well as a website full of half-clad men), recently released a promotional video that's been doing the rounds (and by doing the rounds I mean it's been playing on my computer repeatedly). Billed as the first in a series, the clip features a half dozen racially diverse models peeling off their shirts and pants over and over. That's all. And that's why I like it.

There's no full-frontal nudity or ass shots, but it's probably not safe for work anyway. Watch:

[If you're unable to view, go directly to the site: baskit 'switch' video promo from Alex King & Mito Media on Vimeo.]

Be still my beating crotch!

While that video is aimed directly at gay men, marketing underwear has seen a shift over the last decade or so. Echelon, a website for the LGBT business community, recently published an interesting piece about how underwear brands that were once marketed exclusively to gay men are now being marketed to mainstream America - often using the same risque concepts that were never meant to appeal to more than just the gay community.

Ever since Calvin Klein's men's underwear ads were plastered all over Times Square, in numerous fashion magazines and on television in the 1990s, fashionable men's underwear has taken a shift from being associated predominantly with the gay community and has found its rightful place within the mainstream men's market.

Over the last decade, underwear brands such as /baskit/, Andrew Christian, 2(x)ist and Ginch Gonch have gone just as far as Calvin Klein by appealing to both the gay and straight male sensibilities. By creating mainstream advertisements with a gay undertone, or by first building a foundation within the gay community and then branching out into the mainstream men's market, these companies have seen sales ebb and flow over the last several years....

Since those early days in the 1990s, perhaps fueled by the bold sexuality of Calvin Klein's underwear ads, men have been much more comfortable embracing their sexuality in any way they desire to express it. It was Calvin Klein's initial foray into underwear as "out" wear that catalyzed in younger American men a greater self-awareness of the male form and a newly defined sense of masculinity.

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John Shields John Shields | July 15, 2009 9:27 PM

Sweet~! As an underwear fetishist, it's nice to see more than just a few of us are wondering what the boyz are wearing underneath their jeans.

And I particularly liked what I call the "underwear exchange program." ...

I can't stand those fast cuts; you get a split second look, and zingo, on to the next frame; have the public turned into bunny rabits on meth?

The benefits of the pause button are apparent here!

my coming of age was much aided by Undergear and International Male. i am not at all ashamed to say that i was consistently impressed by what i saw in their catalogs. i suppose i should have realized well before my time that there was an especially valid reason why i was so attracted to them, but i (for years) swore that it was just fantasy.

to see the underwear industry slide further to the "straight" side is delightful. i honestly think it has more to do with men truly enjoying men's bodies more so than fashion. call 'em straight or not, but they love to look at the men in their skivvies!