Surge Underwear is the newest men’s underwear brand but with an enormous difference. Men are used to seeing underwear brands advertising using men with 6 packs and ripped bodies, but Surge has taken the plunge and used men of all shapes and sizes in their first advertising campaign.
In 2017 NHS figures that show the number of men being admitted to hospital with an eating disorder has risen by 70% over the past six years, and those referred for treatment has risen by more than 40% in the past two years.
On top of this the UK has seen a rise in Muscle dysmorphia. It’s feared one in 10 men training in UK gyms could have a condition which can lead to depression, steroid abuse and even suicide. Muscle dysmorphia, which is also known as bigorexia, is an anxiety disorder which causes someone to see themselves as small, despite being big and muscular.
We feel as a men’s underwear brand we don’t to add to the pressure men feel to look a certain way. It’s very normal for society to discuss women suffering from body image issues but the men seem to be forgotten and we hope to help to change this in any way we can.
One of the companies’ director’s, TV personality, Austin Armacost says “We sat down and designed this range over a year ago and from day 1 it was decided that our brand was going to be an inclusive brand. We do not want to ostracise anyone. Men with muscles, skinny guys, larger guys we want them all to feel sexy and confident when wearing our brand. Every single person is beautiful and this needs to be celebrated more. There is a lot of talk of female high street brands using plus size models but where are the men? We want to add towards overcoming an unattainable beauty standard and display an accurate representation of the “Every day man.”
Surge is available from www.surgeunderwear.com
As Surge believes in an ethos very integral to Undies101 we wanted to do all that we could to help promote their brand and we’re hoping to be able to have some reviews for you soon!!!
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