thing extra in the guise of his “Extreme Frontal and Rear Enhancing/Show-It” technologies. “A guy can never be too big in the front, even if
you’re big, you can always be a little bit bigger,” he summarized. “And for the ‘Rear Enhancing’; I’d be at the gym and see guys trying to get the perfect butt, and thought, ‘Wouldn’t it be great if I could create underwear that gave the illusion of it, with- out all the hard work?’” Baskets and booties aside, Christian has already
spent time residing in the material world with his inventive use of fabrics, such as sports mesh and “super comfortable” bamboo fibers, to name but a few. Designing involves its fair share of “lots of trials and some things don’t work out and don’t make it; and some things do and turn out great.” And men of all shapes and sizes are continuing to snatch up the wares in droves, while Christian said that, as far as a best-selling item is concerned, it “continues to change” and has switched gears from his “Flashback” line to the provocatively titled “Almost Naked” brand of bands. “It has a hang-free design, almost like you are free-balling, like you’re not wearing any underwear at all, and the fabric is really soft,” he said of the latter. And, if his name seems familiar to you, it’s not just from it being em- blazoned across your waistband; that’s because the entrepreneur is a reality show star, who was featured on Bravo’s The Fashion Show and the third and fourth seasons of The Janice Dickinson Model-
ing Agency.
“There’s definitely a lot of people who recognize
me from television,” he said. “But, there are also people who know the product and don’t even know about the television appearances.” Still, even name recognition can only open the
door so far in the competitive world of the under- wear and swimsuit marketplace, and it’s game on, as far as Christian is concerned on that battle. “It is competitive,” he confessed. “But, that just
drives me a little bit harder to be a little more on top of it, and always keep innovating and bring- ing new products to my customers. [I’ll] never be satisfied with just being good enough, and always strive to be better.” Customer service is an obvious key to his suc-
cess, and he utilizes their feedback in helping him stay ahead of trends. But, Christian’s own satisfaction also comes into play for his ongoing venture, which includes launching a new flagship lounge-type boutique in West Hollywood. “What’s given me the most satisfaction is some-
thing, starting now, that I never really thought of before,” he explained. “It’s having an impact and influence on people’s lives. “I was doing my spring tour for my clothing line
The bears are wearing ANDREW CHRISTIAN Flashback Tech Boxers
and I was doing a fashion show in Seattle. This one fan/customer came up to me and told me how much Andrew Christian underwear changed his life,” Christian detailed. “He used to weigh 300 pounds, and he lost 120 pounds because he loved my underwear so much that he wanted to fit into them. So, setting out designing a line, you don’t think of things like that, it really makes you feel good, in a roundabout way, that you have a healthy, positive impact on a person’s life.”
MAY 2010 | RAGE monthly 51
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