Just FU it

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For decades, men’s underwear stayed in the closet, it was a garment that was worn for practical purposes & not given much thought in puritanical America.
Then Calvin Klein happened in the 1980’s, with the now iconic image of the Olympic pole vaulter in a pair of white CKs; shot on location in one of the Greek Islands (Mykonos) home of the mythical Greek Gods; which was very fitting; as this was a modern day God in all of his semi nude glory.
A friend of mine who worked at Bloomingdales in the 80’s, at the time; thought the CK photos were sheer pornographic (which back then it almost was) and he loved it!
The CK poster stopped traffic in Time Square, people started to take notice & Calvin Klein became synonymous with sexy men’s underwear & a cottage industry of sexy men’s undergarments was launched that is now a multi billion dollar global industry.
What man has not owned even one pair of Calvin Klein? Marci Klein (his daughter) commented that it was strange seeing her dates wearing underwear that had her father’s name on it.
Other designers quickly followed suit with their own brands. In the 1990’s decade, 2(x)ist came into existence, the brand label/logo was so clever & catchy; that it caused everyone to do a double take. I too, took notice but it took a while for me to figure out how to pronounce it. You could not walk around Chelsea, NY, San Francisco or any fashionable yuppie/guppie neighborhood without seeing the 2(x)ist logo in plain sight peeking out of a guy’s stylish low rise jeans.
Your outer wear says how you want the world to perceive & think of you; but your underwear is how you feel and think about yourself…who you really are in private; self love, self respect, when you can be the authentically real you. What you wear underneath is just as important as your outer wear, b/c you never know when you have to undress.
Today, there is a myriad of underwear options, cuts, colors, fabrics to choose from. For the underwear connoisseurs and the underwear fetish crowd, you really can have an underwear wardrobe for any & all occasions. A well made pair of well fitting underwear is one of life’s simple pleasures, like a cup of good coffee.
Just as with all articles of clothing, what guys choose to wear says a lot about them. Seems that approximately 33% of guys prefer some versions of briefs, 33% prefer boxer briefs & 33% prefer traditional loose boxers; but most guys today have a combination of different cuts & brands in their underwear drawer.
Brands are getting more and more creative with their labels (2wink, 4Skins, C-IN2, Baskit, 3G).
Ginch Gonch (almost sounds like a character out of Dr. Seuss) has the market covered for those who want to relive their childhood; as their underwear is festooned with all sorts of playful prints/patterns that you normally only find on children’s underwear & their marketing is Live Like a A Kid! My first pair was festooned with stars (the kind you get stickers of on your papers in elementary school).
There are brands that carry the designer’s name (Andrew Christian, Michael Kors, Tommy Hilfiger & did I mention Calvin Klein?); & those that have some sort of cute eye catchy formula; until I created FU e=fu8 Underwear. Currently mine is the only brand that features my name and a formula.  With a name like FU (it means lucky in Chinese), I had to do sexy well made underwear (it would be a crime against male sexuality if I didn’t), and e=fu8 is my exclusive, trademarked formula for The Pleasure Principle.  Life is short, maximize your pleasure principle. I hope guys who wear my FU e=fu8 Underwear & those who see it will be reminded to carpe diem, & make the most out of their precious time; to spend it pursuing things that bring & enhance their life’s pleasurable experiences…in other words, to just FU it!
Unlike 99% of the brands out on the market, FU e=fu8 is made exclusively in Manhattan, NYC.  This is due to my love of New York being the fashion capital of the world; and wanting something to be created in Manhattan’s resurging and famous Garment District.
I wanted to make/design high quality well made briefs that will give guys confidence & that extra bounce in their step. The fabric is ultra soft and has a nice stretch, so you feel supported. The finest materials were sourced to make this underwear collection; the fabric is the best available, a plush high thread count 95% cotton, 5% spandex, it has a firm silky feeling. I went with this premium & more expensive cotton; b/c I found other brand name briefs on the market use a very thin cheese cloth/rag feeling cotton that loses its shape after a few washings. I refuse to cut corners & sacrifice quality. I wanted to design & create something that I would want to wear myself (and I do) & be proud to have my name on it (and I am). I carry my current FU e=fu8 underwear collection around all the time; at a recent birthday party for a female friend, before the evening was over, I had orders for 7 pairs from the guys at the party, and in a recent FU e=fu8 Underwear 2 day photo shoot, the model instantly feel in love with the Pleasure X8 Cut once he had them on; and the makeup artist begged me for a complimentary pair.
Simply put, FU e=fu8 makes you feel and look sexy, from the name, logo on the waistband, to the cut, color and design & the way it contours your male anatomical body parts….
I hope guys have as much fun wearing FU e=fu8, as much as I enjoyed designing it for the image & style conscious 21st century men who are always on the go.  FU e=fu8 Underwear is the bold, daring, in your face, men’s underwear line that reminds you to Maximize your pleasure principle…e=fu8… and the saga continues.
Model: Tony
Makeup artist/stylist Fu & Vaughn Stewart
Photographer: Vaughn Stewart
Location: The Hamptons
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