THE MAN SHOW: “This is like the Victoria’s Secret fashion show, except with dudes,” said one mirthful attendee of the 2(x)ist runway show on Thursday evening in the sleek IAC Building in New York. While there were no angel wings, there was a parade of highly buffed, callipygian male models showing off the underwear maker’s latest skivvies, swimwear and gym apparel.

In the standing-room-only crowd were retailers like Eric Jennings of Saks Fifth Avenue, Durand Guion of Macy’s and Bryan Reynolds of Scoop, along with fashion editors.

This story first appeared in the October 14, 2013 issue of WWD. Subscribe Today.

“Our DNA is fashion — that’s what sets us apart from the other underwear brands out there,” said Jason Scarlatti, creative director of 2(x)ist, of the company’s regular investments in runway shows. “We always have something new every month — a new style or new color or new fabrication. We are the little engine that could, competing against huge brands.”

load comments
blog comments powered by Disqus