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Luxury men’s underwear label RevolutionWear recently kicked off the launch of its new FRIGO ® line with a highly interactive pop-up store held in New York’s Meatpacking district in the latter stages of last month.
Building on that momentum, the brand recently introduced its bold new campaign that instead of the typical muscle-bound males you might have been expecting, features seductive Swedish models that authoritatively proclaim “No Men Should Wear Underwear,” ushering in the next generation of men’s underwear and the influence of women on this selection process.
As the intended game-changer for men’s premium underwear the line’s premier model, the FRIGO® Executive, is loaded with performance features that give each pair a level of casual comfort we’d normally expect of those designed for sportswear. These include support elements such as an adjustable pouch for a customized fit, an interior mesh pouch to keep everything in good order and a silicone lining to stops the boxer briefs from riding up. Aside from ensuring a secure fit, the underwear is also made with features to maximize comfort including a proprietary waistband made with wicking fabric, laser-cut vents on the back and patches of Eurojersey and Italy microfiber on the thighs for added breathability.
To see a photo recap of the event, checkout the pop-ups event page here. FRIGO® is currently available for purchase through select Macy’s, Neiman Marcus, and Lord and Taylor locations as well as online through Freshpair.com