Increasing awareness around health and fitness among men is influencing them to spend on good quality undergarments. It also doesn’t hurt that the glittering promotional campaigns and endorsements by popular celebrities are helping men’s underwear sales to keep rising. And it’s this booming space that founder and owner, Eric Niemand, and creative director, Chris Glancy, are targeting with Neude.
Neude is bringing inclusiveness to the forefront by offering products that are designed to provide comfort, support and style for all individuals, regardless of their sexual orientation or gender identity, and as such, it caters to the LGBTQIA+ community.
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The brand made its debut at The Webster during the latest installation of the Art Basel Miami Beach fair, which included the announcement of the brand’s magazine, Neude Paper, a biannual, limited-edition printed publication that will commemorate their visual collaborations with other global artists. The duo enlisted American photographer Steven Klein to lens the premier issue, which features sexually charged campaign visuals.
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“The inspiration for creating Neude stemmed from my observation of the limited options for men’s basic underwear and the absence of flattering men’s underwear in the market,” said Niemand. “As a fashion stylist, I noticed the lack of stylish and comfortable options in men’s underwear, particularly in the realm of basic and athleticwear. This led to the desire to create a line that would cater to men seeking both style and comfort in their undergarments, with a specific focus on jockstraps that could seamlessly transition from the office to the gym.”
Neude’s collection revolves around the jockstrap, which is designed to provide style and comfort.
The brand’s hero silhouette is the jock brief that fuses the high-leg cut and 360 support of a jockstrap with the coverage of a brief; a classic sport brief with a low-rise profile waistband and signature built in jockstrap, and a 2-inch and 4-inch trunk style that boasts a low-profile waistband and hits high on the thigh, featuring 360 support of a jockstrap.
The five inaugural styles are available in black and white and retail for around $60 via Neude’s website.