One size fits all

Austin Armacost’s new underwear line celebrates men of all sizes in debut ad campaign

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:

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…

We are launched!

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Our white boxers looking hot on @jaykamiraz get yours now at

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Who doesn’t love a workman! ? get your boxer shorts now at

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Our Black boxer shorts on the gorgeous @scottkeith49

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? @jordan_james1997 wearing our white briefs!

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Related: GQ gets draggggged over this tweet about swimsuits for guys with “stockier builds”