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Gregory Sovell, the founder of the new c-in2 underwear line learned that sexy phrases visualized as algebraic equations worked to sell men's underwear when he founded the 2(x)ist line back in the early 90's. It's interesting to see that these days what's selling the underwear (aside from faux-cryptic brand names) is not a slab of black and white beef lit to accentuate every velvety curve of abdominal muscle but a narrative campaign that in its conception (which perhaps is solely photographer Steven Klein's) has more to do with Tom of Finland homoerotic drawings from the early 70's than the early 90's Calvin Klein muscleboy pin-ups shot by Herb Ritts. They all still get a thumbs up from this camp. Hell, I still remember the old Jockey ads with Jim Palmer in them; about as sexy as a Sears catalog these days, but to an adolescent boy in suburban Chicago in the 70's they were like the gateway drug to gay porn.

Anyway, the launch of c-in2 was last week in, where else, New York. Here's the lowdown from Fashion Week Daily. And more shots from Patrick McMullan.

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  1. Er? Is that cop wearing a pair of jeans?

    What do I have to do to get arrest by those two cops?


    Posted by: Wayne | Jul 30, 2004 9:23:12 AM

  2. I agree whole-heartedly re: Jim Palmer Jockey ads.
    Totally been there.

    Posted by: Jimmy | Jul 30, 2004 12:48:23 PM

  3. I'd like to c-in2 touching--I mean representing--these young men in their defense to whatever dirty charges they're facing.


    Posted by: Shwa | Jul 30, 2004 2:19:10 PM

  4. HOT!

    Posted by: G. Murry | Jul 30, 2004 3:19:51 PM

  5. In many jurisdictions, officers in specialized units have the option of a more casual uniform. Not that uncommon. (Unlike those two hunks.)

    Posted by: RB in WeHo | Jul 30, 2004 3:55:05 PM

  6. Officer? Are you going to use your "nightstick" on me?

    Posted by: Steve | Jul 30, 2004 4:07:02 PM

  7. How can I be policeman in your country ??!

    Posted by: W. | Jul 31, 2004 4:52:28 AM

  8. Believe it or not I have seen two Phoenix cops and three deputy sheriffs who dress like that. One even looks like that. Whenever I see him at Starbucks I drool.

    Posted by: danmoschel | Aug 1, 2004 11:13:51 AM

  9. Ah yes, and that is why I speed

    Posted by: Bingo | Aug 1, 2004 10:49:06 PM

  10. The picture is powerfully reminiscent of teh Columbus Circle scene in 'Eyes of Laura Mars.'
    Remake, anybody?

    Posted by: RJK | Aug 2, 2004 1:10:15 AM

  11. more penis

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    Posted by: Gloria | Aug 24, 2007 6:36:22 PM

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