Co-founder of C-in2, Gregory Sovell, was the
creator and founder of the 2(x)ist brand. Sovell has been credited with setting
new quality standards in design and construction within the industry. Sovell is
widley recognized for re-engineering underwear construction methods to yield
unparralled fit and performance - establishing C-in2 as the leading edge
innovator in the underwear industry.
The Sling Support has been the most
successful introduction of any designer underwear product in history. Greg
Sovell is the quintessential underwear designer of this decade, creating the
contour pouch, which is now standard and now the Sling Support Underwear and
Swimwear.
C-in2 sets a new standard in Swimwear design and technical
innovation. State-of-the-art fabric blends and cutting-edge construction
techniques have allowed C-in2 to become a dominant performer - and yet a limited
production keeps styles fresh, and most importantly, unique.
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With so many choices on the market these days in mens undergarments, one has to ask them self, "what is the difference?" C-in2 has an Extensive collection of men's underwear, swimwear, shirts and athletics for men. From A traditional jockstrap updated with plush microfiber straps and an ultra wide
waistband to a pure comfort undershirt C-in2 has an incredible line of luxury to fit the male body.
Check out this posting from MensUnderwearstore.com:
www.mensunderwearstore.com/blog/2007/03/20/designer-interview-greg-sovell-of-c-in2/
Since founding C-IN2 three years ago, Greg Sovell has been busy creating a collection of underwear essentials that quickly became the foundation of men’s wardrobes the world over. With the introduction of the Sling Support
system, Sovell sparked a frenzy of innovation centered on male
enhancement. I got a chance to get some answers about where he’s
headed next on his quest to find the perfect pair of briefs.
You started out by creating a basic line of regular,
everyday underwear that quickly became extremely popular. What’s so
special about C-IN2 underwear?
With all the products I’ve created, the
goal has been to do something different – there’s no more need for one
more fly front brief. It’s about always making improvements on all the
different part of the garment, silhouette, fabric, fit, everything
plays a part.
You’re
quoted as “realizing that men weren’t really getting what they wanted”
out of the underwear they were buying, what is it that’s been missing?
Most men’s underwear doesn’t give room
for “the boys.” In women’s foundations, those allowances are very
considerate. Men’s garments simply didn’t allow space for our three
dimensional body parts like women’s did. I looked at what was out
there, and then I looked at my own underwear at the end of the day. I
thought, there has to be a better way to do this – I want to look
better than this.
Who actually came up with the sling support system?
I created the Sling Support
system myself. I knew that male dancers were using all sorts of tricks
underneath what they were wearing, and I wanted to try to bring that to
our product. The main focus was that everything had to be real; no
pads, nothing fake. The function is to rearrange what a man has
already got, not make him into something he’s not.
How do other fashion trends affect what’s going on at C-IN2? Where do you think the evolution of men’s underwear is headed?
These days, people are dressing for the
event, so what you’re doing affects what you wear. We put together a
whole fashion story, and bring it all down to underwear. Metallics are
big right now in all kinds of fashion, so we’re looking to see how we
can add that into a print or a fabric.
Your ad campaigns have been described as “porn-inspired”. Even when you’re selling underwear, how far is too far?
When you build a campaign that people see
as “sexy” - that’s a successful campaign. With our newest campaign, we
realized that there’s a certain level of fantasy that people have about
being in prison. We were told by one woman that it made her
uncomfortable; the campaign isn’t supposed to make you comfortable,
it’s supposed to make you notice.
If you weren’t designing underwear, what would you be doing?
I’d probably be designing other
clothing. We’ll probably move to other clothing categories, probably
soon. We have to keep our brand integrity intact so that when we enter
new categories, people see us with the same standard of design and
quality.
Working in the underwear industry, you’ve got to be conscious of sex appeal. How do you define “sexy”?
Really, less is more. The guys that don’t try so hard end up looking better in the end. A pair of jeans and a comfortable tshirt
is more sexy than being all done up because you have to be
comfortable. When you’re comfortable, you’re confident and confidence
is sexy.
The US is the only place where
the speedo has been taboo for so long; will the sling support system
bring the age of the American speedo?
Coming out of cold water, any help a guy
can get is needed. You go to the beach in Brazil and people are not
wearing what we wear here, and I think it’s a little bit close-minded.
People seem to want to fit everyone into stereotypes, and we should be
going back to what people look good in. Even with boxer-style trunks,
the hems are coming up because it just looks better.
Not everyone looks like the models in your ads or on your
boxes. What are your suggestions for everyone else who wants to look
good in their underwear?
They just have to fit. Not everyone is a
fashion model, and this is where certain people wear things that make
them comfortable, not necessarily look good. We make silhouettes for
all different bodies, and you have to recognize what looks good on you
and what kind of body you have. We have a tendency to cover up what we don’t want other people to see instead of finding what makes us look best.
