BOXERS OR BRIEFS: Rapper Curtis “50 Cent” Jackson is designing his own line of underwear for Frigo, a men’s underwear brand founded by Mathias Ingvarsson, the former president and European director of mattress brand Tempur-Pedic.
This story first appeared in the April 15, 2015 issue of WWD. Subscribe Today.
Named Frigo Crown designed by 50, the line of underwear will start at $100 and will be in stores this summer. The collection will also include T-shirts.
“My inspiration for this line came from the idea of the hierarchy of living, which is why you will see the crown as a constant throughout the designs,” said Jackson, who invested in the brand along with Derek Jeter, Carmelo Anthony and music producer Timothy “Timbaland” Mosley.
Launched in 2013, Frigo is known for its innovative underwear made from performance microfiber that prevents sweating. It’s sold at Neiman Marcus, Lord & Taylor and Freshpair.com.
“50 is a dream partner for Frigo, and we couldn’t be happier that he is designing his own line. He is amazingly creative and his attention to detail is immaculate, which will be transparent in his collection,” Ingvarsson said.