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C-IN2's Gregory Sovell: "I Always Thought That the Concept of 'Dirty' Might Be Sexier Than the Notion of 'Clean'"

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For some guys, it's all about what's underneath. Underwear is a game, and navigating through the plethora of brands, fits, styles, fabrics, and colors is the challenge. Here, Racked investigates what differentiates a boxer from a brief, a slouch to a pouch, and what fit works best for what personality—directly from the source.


Gregory Sovell is the Vice President and Creative Director of C-IN2's, a brand that appeals to the gym-going, hard-bodied guy. He's been busy covering up the private parts of every David Barton gym-goer from Astor Place to Chelsea, and we spoke to Mr. Sovell about what makes C-IN2 the underwear of choice for the guy with an active lifestyle.

What makes your product range unique?
Without a question, the success of our brand is the fabric, fit and performance of our products. Unlike other brands, all our textiles are custom made for C-IN2 and exclusive to our collections. This allows us to bring new and unique underwear and apparel to guys. After many years in the market place, our fits have been perfected to attain optimum performance. We make a fashionable, smart and sexy piece that guys reach for in the underwear drawer every time.

Who would you say is your target demographic? What are their interests? Where do they live?
At C-IN2, our guys are active and have lots of momentum in their lives. While this man can range in age from 17 to 70, we target a confident guy with a great body. Overall, he has a strong appreciation for quality in his life and always wants to look masculine. He has a strong appreciation for the fit and functionality of everything he wears because he is constantly on the move or going to the gym.

What is your role on a day-to-day basis?
When I started this brand, I pretty much did everything. But, today I'm much more focused. I plan and create C-IN2 products and work on the overall image for the brand. As the Creative Director, my role can have me in our factories creating new formulas for our textiles and always designing new silhouettes to craft them in. Then within moments, I can be in our design room laying out our well-known boxes packaging or directing our advertising campaigns. Truly, my passion is making product.


What do you think men are looking for when they purchase underwear?
Guys buy underwear that makes them look better when they are getting undressed—either in the bedroom or locker room. Men want to be perceived as sexy, yet are drawn to underwear that is comfortable to wear. Trust me, if it's not comfortable they won't continue to wear it. So you need a balance.

Where do you seek inspiration for your designs?
Nothing is sacred. Sometimes the designs come from a complete fashion perspective other times it's complete utilitarianism. We are launching a line called "Filthy." I always thought that the concept of 'dirty' might be sexier than the notion of 'clean'. The treatment on the collection gives an auto-mechanic-meets-coal-miner-in-his-underwear feeling. I was inspired by the raw and sexy idea of that vision. We are also launching "Grip" a true high-performance apparel collection that contains real moisture wicking technology within a cotton product.

What are you working on now? What can we expect next from the brand?
C-IN2 guys can look forward to a lot more underwear. We're also introducing Swimwear, yoga apparel and I even think denim. I've always wanted to do it, but it is very important to me that we can bring something new and different to the table. I always felt underwear shared a lot with denim, especially about the need for good fit, but also not to mention we share the same space on a man's body.
· C-IN2 [Official Site]