During our recent visit to the International Salon of lingerie and underwear in Paris we came across some very interesting brands and of them was France’s X-ITER, a true to its name, exciting, mens only swimwear brand.

The brand has launched its first collection comprising swimwear and accessories just a few months ago. In their swimwear collection you will find briefs and boxers in black with neon blue or neon orange accents in three sub-collections: Alpha, Delta and Omega. By looking at their designs you will probably guess that the initial inspiration was the movie Tron. X-ITER is a fashion forward, modern, almost futuristic brand catering mostly for the gay market. Their swimwear is manufactured in Europe from high quality material, something we were able to witness in Paris.

But it is not only the designs that are new and fresh. Their marketing approach is quite different as well. The brand releases on a regular basis an illustrated comic with gay characters being involved in all sorts of adventures, linked to the name of the brand, the message it wants to get across and a proposed, new way of communication for gay men through codes and their own accessories! You can have a look at the first two issues on their blog.

Enjoy some of their first campaign photos below and if you like what you see visit their official website to see the full collection.

Credits

Photographer: Pascale Arnaud

Make-up Artist: Ondine Marchal

Models: Marvin Morand, Romain Labard

Swimwear: X-ITER