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.
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.