Deadgoodundies.com supports Kmart’s controversial boxer shorts advert

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Specialist online retailer Deadgoodundies.com has pledged its support today to Kmart’s Christmas boxer shorts commercial. The ad has been criticised for being ‘sexual’ but DGU say it’s far from naughty, just funny.

Bum-chums Celestial Solar Hipster £16.00

Bum-chums Celestial Solar Hipster £16.00

We’d like more people to feel comfortable seeing men in their underwear.

Kmart’s seasonal commercial for boxer shorts has a line-up of men in cheerful Christmas boxers hip-dancing to the tune of Jingle Bells. The video has gone viral but this week there were complaints in the US.

Deadgoodundies’ founder Adam Davies comments on the so-called controversial commercial(*) and says the obvious intent is to make people smile and it’s worked. “We love it. Every time I hear Jingle Bells I think of the guys in their shorts, which shows that as a commercial it’s a success. But there’s a wider point here too. There’s nothing naughty, not even risqué, about what the six men are doing or wearing,” he says.

“It’s six handsome men in colourful boxer shorts jiggling in unison to a familiar tune. We’d like more people to feel comfortable seeing men in their underwear - and a commercial like this gets them talking pants too! Women’s underwear is marketed constantly with sensual imagery, but there seems to be a different rule when it comes to men’s briefs and boxers. Kmart hit the spot with a great sense of humour - and let’s face it, men’s underpants can be very funny!”

Deadgoodundies.com is based in the UK but delivers all over the world, offering well over 20 brands of designer men’s underwear and swimwear alongside men’s socks, nightwear and loungewear from their best selling collections. DGU is one of only a handful of websites anywhere in the world dedicated to men’s underpants.

At this time of year there is a significant increase in the number of women buying from Deadgoodundies, as Adam explains: “Pre-Christmas and before Valentine’s Day we see a shift in the male-female balance among our customers. Kmart’s ad might even appeal to more women than men because they’ll appreciate a bunch of good looking guys with a sense of humour showing off their undies?

“Trade studies still say that 70% of men in the UK never buy their own underwear - and that statistic has been the same for many years. We’d like to change that so more men buy their own shorts, and briefs, and swimmers, even thongs. Lots of men who will be very choosy about everything else they wear will still let someone else choose their pants… Let this month be the time they break the habit of a lifetime and purchase some for themselves!”

(*) PennLive.com, Kmart taking heat for 'sexual' Joe Boxer Christmas commercial: Is the beefcake backlash justified? November 25, 2013
http://www.pennlive.com/midstate/index.ssf/2013/11/kmart_taking_heat_for_sexual_j.html

Company Information
Deadgoodundies is an online only retailer stocking the best in designer men's underwear and swimwear from all over the world including: (in alphabetical order) Big Boys, Body Art, Bruno Banani, Bum-Chums, Clever Moda, Doreanse, Ergowear, Gregg Homme, HOM, Jockey, Joe Snyder, MANstore, Mundo Unico, Olaf Benz, Pikante, Roberto Lucca and Sloggi. DGU stocks everything from thongs and strings to briefs, hipsters and shorts as well as selected loungewear, socks, T-shirts and more from their bestselling brands.

DGU are incredibly media friendly and always have high res images for fashion pages and samples for photo shoots as well as expert comment and market insight from partners Adam Davies and Jane Garner.

For more information contact DGU PR Jane on 01743 271615 (international +44 1743 271615) or email pr(at)deadgoodundies(dot)com.

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