This multi-faceted designer, who has product
lines that also include swimwear, jock straps, shirts, tank tops and shorts, started his collec- tion in 1997. And like anything worth devoting a lot of time and energy, it was born out of personal necessity. “My initial concept for the underwear line was, really, basically from my own need, and my wanting for underwear that was a little more stylish, a little more colorful, a little more fashion-forward than what was in the market at that time,” he explained. He did feel that this “necessity item” would be
best suited for the gay community-at-large; in terms of “if you’re going to be hooking up with somebody, you want to have nice underwear, when it comes to that point of the evening.” However, that thought process is prevalent in the straight world, as well. “I think it’s even translating over into straight
men now, who are really concerned with what kind of underwear they wear and looking good in it,” Christian stated. “If they’re wearing a pair of designer jeans; they don’t want to be wearing some Fruit of the Loom underwear. They’ve got to have the right pair of underwear for the jeans they’re wearing.” In reality, even though underwear is his bread and butter, Christian didn’t initially start out to conquer that market. “I didn’t actually start my company with un- derwear; it started with sportswear. It evolved over the years—I added swimwear, and then underwear was the last piece of the puzzle.” As with any type of puzzle piece, and under-
wear for that matter, it all boils down to making it fit into the right place(s). From his creation of the “Shock Jock” to pairs of “Show-It” undies (et al.), Christian has given his buyers a little some-
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RAGE monthly | MAY 2010
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