2^(x)ist

Type	Private
Founded	1991
Founder(s)	Gregory Sovell
Headquarters	New York, NY, USA
Industry	Fashion
Products	men's underwear - briefs, boxer-briefs, boxers, jock straps, tank tops, T-shirts, thongs and trunks

2^(x)ist is an American manufacturer of men's underwear. The brand was founded by Gregory Sovell, who in 2005 left the company to start C-IN2, a competing underwear brand. Early on the 2(x)ist brand had become very popular within the gay community, but now appeals to both Gay and Heterosexual consumers due in part to the brands success at retailers such as Saks 5th Avenue, and Neiman Marcus^{[citation needed]}. 2(x)ist competes with Calvin Klein, C-in2, Unico, Papi and others.

[edit] Current styles

• Metal
• Retro
• Liquid Cotton
• Fusion
• Track
• Carbon
• Optic

[edit] Soy underwear

In spring 2006 the company introduced the first line of soy underwear ever created. "The whole world seems to be going soy," said Jason Scarlatti, the design director for 2^(x)ist. "Look at soy milk and soy lattes. We wanted to be on the pulse on what's going on."

The release party was broadcast on the reality TV show the Janice Dickinson Modeling Agency, which provided the event with male models.

[edit] References

• Treehugger: 2(x)ist - Want Soy in Your Tee, Sir?
• 2^(x)ist Events & Promotions

[edit] External links

• Official Site