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So with all of the “gay underwear” companies—ginch gonch, 2(x)ist, C-IN2—my question is this: Why does the gay community require its own brands of underwear? Are we not finding the fit and style we need with such solid standbys as Fruit of the Loom or Jockey? Is it because we like the idea of firetrucks and cowboys on our skivvies? Or is it simply the sexy men and women that grace their very popular ads?

Perhaps the trick is in the advertising. In 2(x)ist ads, you can see at least half, if not all, of the model’s perfect body. Their ads feature sexy men and women in provocative positions with looks on their faces that suggest they’d like you to be involved in the removal of their underwear.

Ginch Gonch offers you fun times in various places like on a ranch, in the desert, and by a lake as long as you’re wearing the corresponding briefs. They want you to have fun in your undies, and as seems a similar theme with gay underwear brands, they expect that you’ll be showing these off at some point.

Brands like Jockey on the other hand cater to the man on an underwear mission. The Jockey client is looking for fit and fit alone. This is shown most clearly in the fact that their ads feature no part of the body that isn’t covered in their underwear, and the positioning suggests nothing except that you will most likely be comfortable in their cotton wares. Also, while offered in a variety of sizes and styles, Jockey comes in a mere three colors, and that’s no way to sell underwear to a gay man.

So maybe it’s just the fact that we’ll buy a brand that understands what Victoria’s Secret has known for years: Most men enjoy seeing their significant others in sexy underthings. (Women enjoy it too, but it’s hard to get a straight guy to wear something that puts a bald eagle on his crotch…sorry ladies.)

This entry was posted on Tuesday, April 22nd, 2008 at 1:30 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.