I start with yesterday’s Daily Jocks ad, with a Black Friday sale:
They put him on a Black Friday
Half-off sale, he felt
(The briefs in the photo are apparently 2(X)IST Sweats Briefs, which are in the Daily Jocks sale in Earl Grey and Very Blue — normally $28 each, $14 on sale — but not in the vivid red shown above.)
Daily Jocks offers a number of lines of what have come to be called premium brands, emphasizing not just comfort but also style and sexiness, and in cost a step up from basic brands like Fruit of the Loom and Jockey. In fact, the world of men’s underwear has undergone a kind of revolution, from the days when 75% of men’s underwear purchases were made by women to the current scene, where only 25% are; men have become fashion-conscious and are shopping for themselves these days. Meanwhile, underwear modeling has gone from just a routine specialty in male modeling to a high-fashion specialty; men with good looks and hot bodies vie with one another for modeling jobs, and celebrities in sports and entertainment are courted by premium brands (for big bucks) to represent them in advertising.
Now the next stage: from premium brands to luxury brands. On to a wonderful piece by Guy Trebay in the NYT‘s Styles section on the 26th: “As Personal as Luxury Gets: Men’s underwear goes premium, entering triple-figure territory” (head in print), “A Pair of Boxers for $400? Men’s Underwear Goes High-End “ (head on-line).