Why Bursting-Briefs Brand 2(X)ist Is Actually Toning Down the Beefcake

So long, supermodel studs—and welcome everybody else

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When it comes to showing beefy guys in ads, few segments have pushed the envelope as consistently as underwear brands. Given the nature of the product itself, of course, showing muscled flesh pretty much goes with the territory. Even so, the annals of advertising burst at the waistband with imagery that ranges from the merely steamy to the downright orgiastic.

So heads are sure to turn in February, when 2(X)ist—a brand that once played the beefcake game with the best of them—will debut new ads that take a decidedly more restrained approach.

Instead

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