The Tale of International Male and Undergear: A Journey Through Fashion and Culture 

The story of International Male and Undergear is not just a tale of men's fashion but one of revolution, cultural significance, and enduring legacy. From its roots in bold, expressive designs to the evolution into Undergear’s modern offerings, this journey reflects decades of change in how men define themselves through what they wear.  

The Genesis of International Male 

International Male began in the early 1970s, founded by Gene Burkard, a visionary who sought to change the way men dressed. Inspired by his European travels, Burkard wanted to bring boldness and flair to a conservative American market. With this vision, International Male was born, under Brawn of California, and quickly became a sensation. 

From the start, International Male was a trailblazer. Its catalogs didn’t look like your typical mail-order magazines. Instead, they felt like high-fashion publications—introducing men to a world where flamboyant style and self-expression took center stage. And this set the foundation for something bigger. 

A Bold Fashion Statement 

International Male became known for pushing the boundaries of what men could wear. From wild-patterned shirts and body-hugging knitwear to skimpy bikini underwear, the brand was unapologetically daring. And let’s not forget the muscular models who filled the pages—perfectly embodying an empowered, idealized form of masculinity that challenged traditional norms. 

For many, International Male became more than just a clothing brand. It offered an opportunity for men to express themselves in ways that were rarely available, particularly within the gay community. It was a cultural touchstone, offering bold fashion and visibility during a time when such expressions were far from mainstream. 

Cultural Impact and Iconic Models 

Over the years, International Male featured iconic models like Shemar Moore, Kevin Sorbo, Cameron Mathison, and David Chokachi—helping to elevate the brand to cultural phenomenon status. These names didn’t just model the clothes; they added to the allure and charisma of the brand itself. 

Of course, International Male wasn’t without its critics. Some found the catalog’s offerings over-the-top or excessive. But that didn’t diminish its impact—in fact, it only fueled conversations around masculinity and fashion’s role in self-expression. 

The Birth of Undergear 

As the popularity of International Male grew, so did the demand for men’s underwear. Recognizing this, Hanover Direct, which acquired International Male in 1987, launched Undergear—a separate catalog that focused exclusively on men’s underwear and swimwear. 

Undergear offered everything from briefs and jockstraps to thongs, boxers, trunks, and even leotards. It became the go-to destination for men looking for underwear that was stylish, comfortable, and a reflection of their personal identity. 

Transition and Consolidation 

By 2009, Hanover Direct made the strategic decision to consolidate International Male into Undergear. This marked a shift in focus towards more intimate apparel, while retaining the adventurous spirit that made the original brand a success. While International Male ceased publication in 2007, its legacy lived on through Undergear. 

This transition was not just a business move—it was about adapting to the changing retail landscape. As online shopping became the norm, Undergear followed suit, ensuring it continued to serve customers in a modern, digital world. 

Enduring Legacy 

Though International Male no longer exists as its own brand, its influence is still very much alive. It redefined how men approached fashion and self-expression, particularly for those looking to challenge the conventional notions of masculinity. This legacy continues to inspire designers and brands across the industry today. 

As for Undergear, we’ve proudly carried that legacy forward. Our focus on stylish, comfortable men’s underwear that celebrates individuality, and self-expression remains at the heart of everything we do. 

Undergear Today 

Undergear has fully embraced the digital age, operating exclusively online. This allows us to reach a broader audience and continue offering a wide range of underwear styles, including: 

• Jockstraps: Providing both support and comfort, jockstraps have remained a staple for athletes and those who appreciate practical style.
• Thongs: Sleek, minimal coverage that offers a seamless fit for those who like to keep things discreet yet stylish.
• Briefs: A classic, offering the perfect balance of support and comfort for daily wear.
• Male Power: A collection that emphasizes bold, stylish designs, with the use of innovative materials to ensure comfort without compromising flair.
• Erotic Underwear: For those intimate moments, this collection features luxurious fabrics and daring designs that are guaranteed to entice.

Our commitment to quality shines through the premium materials we use, ensuring that our products deliver not just comfort but also a sense of style that’s integral to the Undergear identity. 

Market Trends and Future Directions 

The men’s underwear market has been growing rapidly, driven by trends that favor athletic aesthetics, minimalist designs, and vibrant prints. We’ve seen our customers increasingly prioritize comfort and functionality, with fabric technologies like moisture-wicking and breathability playing a big part. And this is why we continue to innovate and adapt to meet those needs. 

There’s also been a shift toward sustainability, with brands across the market exploring eco-friendly fabrics like organic cotton and recycled materials. While we are excited about these industry trends, our focus remains on ensuring that Undergear delivers premium products that make our customers feel good—inside and out. 

Conclusion 

The story of International Male and Undergear is one of innovation, boldness, and cultural significance. From our daring beginnings in the 1970s to our evolution into the modern, digital-first brand we are today, we have always believed in the power of fashion to shape identity and express individuality. At Undergear, we continue to celebrate this spirit, offering our customers the best in men’s underwear—because self-expression never goes out of style. 

FAQ Section

1. What is International Male? International Male was a pioneering men’s fashion brand founded in the early 1970s by Gene Burkard. It focused on bold, expressive designs that challenged traditional norms of masculinity, becoming a cultural touchstone for self-expression, particularly in the gay community.
2. When did International Male cease operations? International Male ceased publication in 2007. However, its legacy continues through the brand Undergear, which was established to focus specifically on men's underwear and swimwear.
3. What is Undergear? Undergear is the successor to International Male, launched in 1987 by Hanover Direct. It specializes in stylish men’s underwear and swimwear, celebrating individuality and self-expression.
4. What types of products does Undergear offer? Undergear offers a wide range of products, including jockstraps, thongs, briefs, and erotic underwear, along with swimwear. The brand emphasizes comfort, style, and innovative materials.
5. How has Undergear adapted to the digital landscape? Undergear operates exclusively online, allowing it to reach a broader audience and provide a modern shopping experience. This shift helps the brand remain relevant in a changing retail environment.
6. What trends are currently influencing men’s underwear? The men’s underwear market is influenced by trends favoring athletic aesthetics, minimalist designs, and vibrant prints. Customers increasingly prioritize comfort and functionality, leading to innovations in fabric technologies.
7. Is Undergear committed to sustaina