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  • David and Victoria Beckham photographed together for Emporio Armani's Autumn/Winter 2009-10 underwear campaign.

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LET'S TALK ABOUT MEN'S UNDERWEAR

How a Gay Trend Becomes a Mainstream Fad by Stephen J. Lucin

/baskit/ underwear

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.

Colorado-based Baskit Wear's /baskit/ brand was started in 2002 by three fashion industry professionals, but purchased by Eric Schwers in 2007 in an effort to re-establish the brand across a broader market. Schwers has helped introduce the brand's new lines of underwear, swimwear and loungewear, which in 2009, he promises will appeal to an even broader market.

/baskit/ underwear"This is not your father’s underwear," says Schwers. "/baskit/ styles are designed to highlight a man’s body. Special cuts, contours and high impact accent colors make each pair of underwear fashionable and allow men the ability to express their own style. For 2009, /baskit/ will concentrate on expanding its reach into more mainstream markets with some edgy interpretations of classic underwear style."

When /baskit/ was first introduced to the market in 2002, "there were plenty of well-known and mainstream brands on the market," adds Schwers. "But none were designed for a fashion-forward guy who wasn’t afraid to branch out beyond the basic styles men have been wearing for years. /baskit/ was created to provide that hip, comfortable alternative for modern men who want underwear that fits their lifestyles." (CONTINUE READING)

Continue reading "LET'S TALK ABOUT MEN'S UNDERWEAR" »

FANTASTICSMAG IS ABOUT TO GET WET

FANTASTICSMAG IS ABOUT TO GET WET

But is it art, that's the question. Fantasticsmag presents a critical assessment for those looking to get wet. Keep assessing.

Photos: Sean Watters for fantasticsmag | Styling: Xavier Patricks | Model: Dustin Moss (Silver Fashion) | Presentation: EthanSays

FANTASTICSMAG IS ABOUT TO GET WET FANTASTICSMAG IS ABOUT TO GET WET

FANTASTICSMAG'S PRIME CUTS

FANTASTICSMAG'S PRIME CUTS

A tiskit a taskit a multi-colored Baskit. Fantasticsmag tells another 'brief' tale (Or is it a 'bikini' tale?) of epic proportion with "In The Cut". More prime cuts presented by EthanSays after the JUMP.

Original photos: McKenzie James for fantasticsmag (full set) | Models: Eric Broder, Dale Fraser, Michael L, Craig Stickland, Shane Vitaly & Paul Voisard @ NAM | Featured fashion: Baskitwear | Presented by EthanSays

FANTASTICSMAG'S PRIME CUTS

Continue reading "FANTASTICSMAG'S PRIME CUTS" »

KERRY DEGMAN BEHIND-THE-SCENES FOR AX

KERRY DEGMAN BEHIND-THE-SCENES FOR AXKERRY DEGMAN BEHIND-THE-SCENES FOR AX

Towleroad presents a first look at the behind-the-scenes video of Kerry Degman for the Spring 2009 Armini Exchange Campaign 'Daytripper' with model Parker Gregory, shot by Tom Munro. Watch below!

EDILSON NASCIMENTO SPANK'D BY CHOKERZ4MEN

EDILSON NASCIMENTO SPANK'D BY CHOKERZ4MEN

Chokerz4Men.com hopes you like their new collection...and how couldn't you? Featuring photos of Edilson Nascimento wearing bodywear named "Perfection", "Happy Trail", "Spank", and "Yum", it's hard not to get all Choker'd up for their sizzling new designs. And while Edilson might be the star of the show, the site's other models are certainly holding their own and are not to be outdone. CLICK HERE for a peek!

Check the NEXT PAGE for more of Edilson and be sure to visit Chokerz4Men.com to see the complete collection of bodywear, each piece paired with a beautiful body of another sort! (EDILSON BONUS: Do you see what I SEE?)

EDILSON NASCIMENTO SPANK'D BY CHOKERZ4MEN

EDILSON NASCIMENTO SPANK'D BY CHOKERZ4MEN EDILSON NASCIMENTO SPANK'D BY CHOKERZ4MEN

Continue reading "EDILSON NASCIMENTO SPANK'D BY CHOKERZ4MEN" »

JUAN VOLSCHENK SHOWS US HIS BONE

JUAN VOLSCHENK SHOWS US HIS BONE

Bone Wear is proud to introduce their new model, Juan Volschenk. Juan is currently busy with his final year in business management at the University of Pretoria and is 22 years old. More photos of Juan and his bone - on the NEXT PAGE.

Continue reading "JUAN VOLSCHENK SHOWS US HIS BONE" »

FASHION156 GOES NUDE

FASHION156 GOES NUDE

fashion156.com serves up delicious flesh tones with a barely there palette, showcasing a fashion story with plenty of skin. There's nothing more sheer than nothing at all! More after the JUMP.

FASHION156 GOES NUDE

Continue reading "FASHION156 GOES NUDE" »

GABRIEL CROSSIER CONSTRUCTIVISM CONTINUES

GABRIEL CROSSIER CONSTRUCTIVISM CONTINUES

Gabriel Croissier joins with photographer Vincent Urbani to create yet another work of 'Constructionist' art...taking Russian Constructivism to a whole other level. Underwear in the service of the revolution! More on the NEXT PAGE.

:: GABRIEL CROISSIER'S BLACK RUSSIA
:: GABRIEL CROISSIER: UNDER CONSTRUCTIVISM

GABRIEL CROSSIER CONSTRUCTIVISM CONTINUES

GABRIEL CROSSIER CONSTRUCTIVISM CONTINUES

Continue reading "GABRIEL CROSSIER CONSTRUCTIVISM CONTINUES" »

FANTASTICSMAG KEEPS IT BRIEF

FANTASTICSMAG KEEPS IT BRIEF

Fantasticsmag keeps it tight and white with a brief tale of epic proportion. The story continues...

Exclusive photography: McKenzie James | Models: Anton, Christian, Darryl T, Gavin Dunne, Miguel, Walker @ Elmer Olsen

FANTASTICSMAG KEEPS IT BRIEFFANTASTICSMAG KEEPS IT BRIEF

FANTASTICSMAG KEEPS IT BRIEF

DRESSING WITH A TUDOR TWIST

DRESSING WITH A TUDOR TWIST

How fitting on the date of Showtime's Season 3 premiere of The Tudors that photographer Joseph Sinclair share with Ethan Says readers a new photo shoot/video campaign he's been working on for James Tudor underwear. Using historic tailoring details like draw-string and double-buttoned pouches, James Tudor blends the now with the 'then', resulting in sexy, bold and iconic designs.

Check the next page for more photos and the MAKING OF VIDEO. The James Tudor revolution is about to begin.

DRESSING WITH A TUDOR TWIST

Continue reading "DRESSING WITH A TUDOR TWIST" »

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