Made with Pride: STUD boys in underwear!
Out and proud Malaysian designers Voon Lai and Jonathan Cheng dared to toe the line of their conservative country’s morals with an underwear campaign that some thought was almost too steamy to print. We thought their “Of Uth and Brothers” collection for STUD/LA Jock would provide a welcome break from all those election articles! (With report from Max Jimenez in NYC).
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Their STUD line by LA Jock is “a declaration to be comfortable with who you are and to be proud of it,” designer Voon Lai says. The Malaysia-based duo’s website was hacked earlier this year by religious conservatives who thought their ad campaign was too risqué.
“We felt ourselves succumbing to the pressure and creating safer, less-provocative gear, all in effort to avoid creating a stir. But by yielding, we were losing the original vision for our brand. We realized we needed to channel the bravery we had as youth when we felt invincible and that we could do anything we put our mind to. And we relied heavily on one another for support,” Lai told NY-based fashion writer Max Jimenez.
“We’re feeling extremely positive and energetic this season, like children who are ready to conquer the world. And we think it reflects in our new collection,” Voon Lai declares.
Herewith, their Graffiti X & Y jockey short, “Wear it Proud” and “Carlson” briefs, available (free shipping worldwide) at LAjock.com