Surge is a new a UK-based underwear brand that just launched last week, and they’ve got a message for the world: sexy out model/Instastud Austin Armacost may be the face of the underwear’s debut campaign, but their underpants are for everyone.
“We do not want to ostracize anyone,” Armacost, who has been working on designing the underwear for over a year, says. “Men with muscles, skinny guys, larger guys, we want them all to feel sexy and confident when wearing our brand.”
“Every single person is beautiful and this needs to be celebrated more.”
In a press release, Surge adds:
How about we take this to the next level?
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NHS figures show the number of men being admitted to hospital with an eating disorder has risen by 70% over the past six years, and those referred for treatment has risen by more than 40% in the past two years.
We feel as a men’s underwear brand we don’t want to add to the pressure men feel to look a certain way. It’s very normal for society to discuss women suffering from body image issues but the men seem to be forgotten and we hope to help to change this.
That’s why for its first ad campaign, it’s featuring men of all shapes and sizes (in addition to Armacost, of course).
Scroll down for a sampling…
Related: GQ gets draggggged over this tweet about swimsuits for guys with “stockier builds”
1898
good!
a lot of the underwear companies that cater to men, and to gay men in particular, are actively contributing to body image disorders and eating disorders. i recently saw an ad on instagram for some cute undies. i have a 38″ waist, and when i tried to order some, i discovered that I would have to order size 3XL. that is insanity. think about it. if you have a 32″ waist, you are an XL according to that company. 30″ waist? L. and god forbid you have a waist larger than 38″. sorry, no cute undies for you because they don’t go above 3XL. it’s like telling everyone with a waist larger than 38″ that they’re too freakishly fat to wear anything other than a burlap bag
no wonder so many men, and gay men especially, are developing body dysmorphia
Vince
If you have a 32″ waist most underwear companies have you at a medium unless you’re ordering from someplace like Andrew Christian.
StraightnNarrow
You hate your body because you choose to, not because of some underwear ads. Such a shameful victim mentality! Take full responsibility for all the choices we make, including the type of body we end up with. Either make peace with it or do something to change it.
DCguy
@StraightnNarrow
You said……”You hate your body because you choose to, not because of some underwear ads. Such a shameful victim mentality! ”
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So let’s see ,you’ve supported anti-LGBT bigotry, you’ve attacked LGBT people who are the victim of bigotry, and here you are attacking an underwear brand for having models of multiple sizes.
You do realize that the news already stated that certain trolls were right wing and a smaller number were called “Chaos Trolls” that were just there to drop grenades into any conversation….
You aren’t even bothering to hide are you?
1898
@StraightnNarrow i don’t hate my body, and your reading comprehension sucks
Vince
I think surge is kind of an unfortunate name for underwear though. Defined as.. “gush, rush, outpouring, stream, flow More”
Guy12345678
How much did Austin pay you for this advertisement? I would take any of the other models before I would even be slightly interested in him.
bigrawtop
Good start, but still not enough sizes for the big chubby bears!
silveroracle
I agree there. I’m 2XL UK.
silveroracle
I think they’re all cute.
1,3 and 5 especially. 😉
Seles69btm
It’s about time they started using bears otters and all different shapes and sizes!!!! Not everybody is GAY SKINNY!!!!! Thank god for Ashley Graham the Plus Size Model and Kate Upton they need to start using all different shape and sizes !!!! Not everybody is a size 0. !!!!! Project runway used plus size models for the first time !!!! Way to go Heidi Klum !!!!! People have to realize that we are all built different !!!!
DavidIntl
Hmm… The good news? I guess I now could enjoy a career as an underwear model. The bad news… to each his own, but I personally find none of these guys attractive, except Jordan James. Give me a slender, smooth twink any day – I want to see some ribs.
1898
the only ribs i want to see are on a plate at a BBQ restaurant
ribs on the guy i’m having sex with? no thanks.
but congrats, you can ogle the models for literally EVERY other underwear company
james7
The easiest solution to this underwear disknobbing reaction is simple: go commando.