There’s been one brand that you guys have been sending me questions about for a little while now, and I was unable to find any information. But this week I found out some very interesting information about it.
So this year, we noticed some interesting things happening with the brand 2(x)ist . First off, they really shut down their website. And now you have to go to Amazon to buy any of their underwear, which was kind of strange since they’ve been an iconic brand in the industry since the nineteen nineties. I mean, they are probably one of the first gay brands of underwear around that really went mainstream.
It is. I believe they were one the heritage gay mainstream underwear brands, and they were the first of those brands to have a television commercial. So it’s kind of weird and strange that this really big brand has now kind of fallen by the wayside and is slowly disappearing.
So what I found out was that it used to be owned by a corporation, and that corporation sold it to a venture capital fund. And as we know, venture capital funds are ones that go in, leverage debt, and then sell off the parts basically. And this — from what I gather and what I’ve been feeling — is going to be the end of the brand as we know it, if not going out of business.
So if you have a favorite pair, I suggest you hold on to them because I don’t know if they will be making anything new. I haven’t looked at their Amazon shop to see what they’re doing, but one of the sources I had this week mentioned that it was probably being shipped overseas to China to make at lower production quality, lower fabrics, and just lower quality control overall.
So what you’ll be buying is not the product you may know and love. It may be something new. And I believe they may be licensing out the name to use for collaborations and other business dealings.
So I’m very curious what you guys think. I’ve said for the past couple of months that I think we’re going to see a big shakeup in the underwear world. This is like one of the first things — you know, Andrew Christian closed last year, and now we have Do Exist kind of. We don’t know what they’re doing.
So I will not be surprised if they go out of business, but I think there are other brands that really are going to either stop or, you know, go the same way.
So I’m really curious what you guys think. Are there any brands you’re worried about? Any brands that you wish still had the same quality when you first started buying them? Let me know.
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