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What Baskit Got Right About Selling Underwear To Gay Men

Remember back, in like the 90s or something, when Calvin Klein found the secret to selling men’s underwear was to turn the entire practice into one big experiment in selling sex? Yes, I’m talking about that Marky Mark thing. And while Calvin hasn’t let up (see: Kellan Lutz), the brand has been usurped by other labels like 2(x)ist who play even more to gay men’s stereotypical senses. But even with CK’s cheeky “Do you want to see my dick?” video to push its latest underwear brand, the label Baskit seems to know where the market is heading. With a new campaign from rugby player-cum-model Nick Youngquest, Baskit is continuing the trend of letting straight guys pitch drawers to gay customers. But now it’s turned the entire endeavor into one giant opus of masculine sexuality (even if the video does manage to misspell his name in a title card), where wearing a certain underwear line is no longer just about looking sexy and feeling confident, but identifying with the model showing off the goods. It certainly helps, though, that Baskit chose a model who, while straight, is among the most publicly gay-friendly athletes out there.

By:           JD
On:           Feb 14, 2011
Tagged: , , ,

  • 8 Comments
    • Mark
      Mark

      Now that’s my idea of Valentine’s candy.

      Feb 14, 2011 at 5:59 pm · @ReplyReply to this comment ·
    • Rick Gold
      Rick Gold

      Dear fucking G-d that’s hot.

      When will American athletes (Aaron Rodgers, Eric Decker, Bryan Petersen) get in on the act?

      Feb 14, 2011 at 6:21 pm · @ReplyReply to this comment ·
    • Kyle
      Kyle

      I’ll pass on the deeply cleft chin and skin tags.

      Feb 14, 2011 at 6:25 pm · @ReplyReply to this comment ·
    • alan brickman
      alan brickman

      Wow! Morning Goods never looked so good!….don’t be haters….

      Feb 14, 2011 at 7:28 pm · @ReplyReply to this comment ·
    • Huh
      Huh

      I really liked what he had to say at the end… at least he doesn’t seem shallow :)

      Feb 14, 2011 at 9:29 pm · @ReplyReply to this comment ·
    • Billy
      Billy

      They had use of gorgeous natural lighting and the photographer chose to wash out the look with too much flash. Great looking model, but these shots are sub-par looking. The sexiness doesn’t come through at all here.

      Feb 15, 2011 at 8:09 am · @ReplyReply to this comment ·
    • Corve DaCosta
      Corve DaCosta

      nice underwear

      Feb 15, 2011 at 9:17 am · @ReplyReply to this comment ·
    • Aiden
      Aiden

      A guy who looks like every other guy who’s featured on this site.

      Feb 15, 2011 at 1:20 pm · @ReplyReply to this comment ·

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