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The 2(x)ist SLIQ ad that was too “ranchy” for Men’s Health and Details

I gotta hand it to 2xist. Their ad for the new SLIQ collection (out in August) might have been banned from major men’s magazines like Details and Men’s Health but still 2xist ends up getting all the attention they could wish for.

Confused?

Here’s the story in short. 2(x)ist will soon release their latest range of men’s underwear called SLIQ. I like it from what I’ve seen so far. Nice classic black with a contrasting red detail. Far cooler than the previous Camo range… Well done, guys.

Anyway, 2(x)ist is a brave men’s underwear brand. We’ve seen how they dare put niche styles, like thongs and jockstraps, right up there on the runway at LIVE fashion shows for everyone to consider and admire. Not every brand would have the guts to stand out like that.

So now 2xist is out with the new SLIQ range. They hire top model Andre Ziehe and shoot a quite normal set of promotional shots.

For their ads in Health Magazine and Details, the marketing guys at 2xist choose this shot featuring a y-back thong cut.

Apparently, this ad was too much for some magazines like Men’s Health. Strange. It seems to me that a magazine that has “sex” as one of its top topics would be a little more open-minded. Or at least not carry double standards for men and women. It took me all of 10 seconds to find this image on Men’s Health’s official website:

You tell me, what’s the thematic difference there? How come it’s okay to have imagery like the photo of this nice lady and not the ad from 2xist?

Anyway, apparently Men’s Health demanded a less raunchy version of the ad. It was then replaced with a little more conservative (yet still hot) picture of the brief style (which I actually like better than the y-back cut, but that’s not the point):

The y-back thong ad actually did run in some magazines, like Out. Props to them for running it.

Not cool, Men’s Health.

2(x)ist is not shying away from controversial and fun men’s underwear. Read all about their new LIFT range, which promises to enhance both front AND back of your underwear.

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8 Responses to “The 2(x)ist SLIQ ad that was too “ranchy” for Men’s Health and Details”

  • [...] Looking for more on 2(x)ist? Watch the 2(x)ist ad that got banned from several major magazines! [...]

  • Kim:

    I don’t like thongs on men,but he really look great in them :)

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  • Jay:

    Well, I always thought that it takes a real hot body to pull off a thong, which is why this style isn’t for everyone. Personally, I also like the brief style better. I can’t wait till it’s out and I get to try it out.

    Thanks for the comment, Kim.

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  • [...] The 2(x)ist SLIQ ad that was too "ranchy" for Men's Health and … [...]

  • Nick:

    Although I was personally offended by the “bumped” ad in Men’s Health, I think that magazine tends to lean toward more of a heterosexual reader, not that I have anything against gay men. Hey, we all need somebody. Not my concern. The ad that appeared was more appropriate. Besides, I personally don’t know any guys that wear that style of underwear. I have several pairs of 2Xist bikinis and my wife loves them! Not many men can pull that look off either. Kudos for us that can!

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  • Jay:

    Hi Nick. Thanks for your comment. You make a good point.

    To me, the issue isn’t really about sexuality, either.

    Rather, the issue is about what type of men’s underwear is appropriate or not to show in an ad.

    I believe 2(x)ist should be allowed to run the ad simply because this style is new and different to many men, regardless of their sexual orientation.

    If underwear brands are only allowed to advertise underwear styles that Men’s Health’s readers are familiar and “comfortable” with, then new and innovative cuts will never have a fair shot at breaking through into mainstream fashion.

    If styles like this one would gain mainstream approval by magazines like Men’s Health, maybe more men would dare wear them?

    To me it’s about opening up the average man’s mind to all the fun underwear styles out there. Why should they be restricted by societal norms when it comes as personal as their underwear?

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  • Keith:

    I think it’s a shame that they had to change their ad. I see women flaunting their bodies all day long in the media. Why can’t we see some sexy guys for a change? It’s just how narrow-minded American people are.

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  • Jay:

    Hi Keith
    Thanks for stopping by :) Luckily, a lot of people (and many Americans) took a stand on this issue. I’d like to think that for every narrow-minded American there are 10 wonderful, tolerant and open-minded ones as well.

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