Cocksox's Nadiah Kanawaty Says Their Customers Are Just "Regular Guys Who Like to Go About Their Day With a Sexy Secret in Their Trousers"

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

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.

Nadiah Kanawaty is the creative director of Cocksox's, a line of anatomically designed pouches that are designed to support a man's junk. Think of it like this: It's the male equivalent of a push up bra. Kanawaty works hard to make sure she provides a supportive, high-style line of underwear—at a reasonable price. Here, she breaks it down for us, telling us why everyone from military guys to clergymen feel confident rocking their Cocksox.

What makes your product range unique?
All Cocksox have one thing in common: an anatomically designed pouch to lift and support a man's "manhood." Cocksox do for men what the push-up bra does for women. We use super soft and sexy high-quality activewear fabrics that hold their shape and have high wicking properties. I think men are starved when it comes to supportive, sexy, and high-quality underwear at a very reasonable price point. I think we are unique in that we provide all those things.

Who would you say is your target demographic? What are their interests? Where do they live?
All sorts of guys from all over the world wear Cocksox, a lot of them being middle- and upper-income earners who appreciate the unique design and high quality. Cocksox customers include doctors, dentists, pilots, athletes, military personnel, media personalities, strippers, sheiks, swimmers, cyclists, equestrians, clergymen, and most of all, regular guys who like to go about their day with a sexy secret in their trousers.

What is your role on a day-to-day basis?
My role on a day-to-day basis is extremely diverse. From designing new collections, preparing patterns, arranging sampling and production, preparing for upcoming photo shoots and finally selecting and preparing key photos from the shoot to use on our website and other promotional material. Mostly it's really exciting, but occasionally there is a lot of repetitive work like resizing images for our website. Today is filled up with creating the mood board for our upcoming photo shoot that will feature our mesh collection. Once complete, I will workshop it with our photographer to discuss locations, models, props, etc. Everyday is jam packed with design.

If you had to recommend one product from your line that every man should own, what would it be and why?
By far our most popular style is our CX01 underwear brief. It looks and feels sexy, is very comfortable, and comes in a wide range of colors. It also appeals to a diverse range of age groups since the branding is more discreet on the garment

What do you think men are looking for when they purchase underwear?
Men want underwear that is comfortable, supportive, stylish, and long lasting. Our unique pouch does give our products a point of difference, but its comfort, support, style, quality, and longevity that are the most important factors and brings them back for more.

Where do you seek inspiration for your designs?
I am influenced by current trends as well as lifestyle, places, and people when developing new designs. I also listen to what our customers suggest, after all, I'm designing for them. When creating new collections, I work with popular styles and diversify colors, prints, and fabric textures to bring a point of difference. If a collection has a more intimate theme, then the styles may be more racy; if it's a sportier theme, styles will be more supportive and generally have more coverage (but not necessarily).
Recently, I created a range called "Carnivore," where we developed a leopard-skin fabric print that we applied to our best selling styles. The influence was '60s rock god Jim Morrison, which was inspired by a road trip we had around California last year listening to The Doors.

What are you working on now? What can we expect next from the brand?
Presently I am working on a new and exciting range featuring ultra sexy and very sensual fabrics. I'm also working on new some styles intended for the activewear market. With Cocksox, you should expect the unexpected.

· Cocksox [Official Site]
· All Below the Belt Posts [Racked]