JordanLuca‘s latest campaign, JordanLuca Underwear 2.0, introduces a fresh load of new colours and styles, pushing the boundaries of modern men’s underwear. This collection follows the brand’s sell-out line of eponymously-branded underwear and continues to challenge traditional sexual stereotypes with its bold and provocative designs. The campaign imagery reflects the scandalous aesthetics of their Fall Winter 2023 presentation, emphasizing the brand’s commitment to more is more messaging.
The new JordanLuca Underwear 2.0 collection features updated styles in classic Grey/White, along with a restock of the popular Black/Black and White/White briefs and boxers. Available in sizes S-XL, these pieces maintain the brand’s signature 95% cotton and 5% elastane blend, ensuring comfort, fit, and durability. The triple waistband design, a hallmark of the collection, continues to dominate, making a strong statement in both style and function.
A notable addition to the line is the new range of Jockstraps, which keep the familiar medium-rise waist and branded waistband with Lion and Unicorn motifs. These motifs cleverly play on British stereotypes, adding a touch of whimsy and subversion to the collection. The Jockstraps, like all JordanLuca underwear, are crafted from the same high-quality cotton and elastane blend, offering both comfort and support.
Completing the updated line are the JordanLuca IGGY Top and IGGY Bottom. The IGGY Top, a micro vest, fits snugly to the chest and arches across the back, providing a sleek and modern silhouette. The IGGY Bottom, described as a Jock-less Jockstrap, offers versatile wear options. It can be worn over, under, or without underwear, adding a layer of kink and subversion that is sure to appeal to the adventurous wearer. Both the IGGY Top and Bottom are available in Black or White Fine Rib Cotton and feature distinctive JordanLuca branding.
JordanLuca’s commitment to quality is evident in the custom cotton fabric used for their underwear. Designed and made in Italy, the yarn blend of cotton and elastane is specifically created for comfort, fit, and hold. Additionally, the fabric possesses antibacterial properties, ensuring that the underwear remains fresh and hygienic throughout wear.
The campaign, led by Creative Directors Jordan Bowen and Luca Marchetto, features art direction by Eric Brain and photography by Paolo Colaiocco, with Tom Lombard assisting. Model Jamie Yates embodies the bold and provocative spirit of the collection. The JordanLuca Underwear line is now available for purchase online at jordanluca.com, offering men everywhere the chance to experience the brand’s unique comfort, style, and subversive edge. Take a closer look at the collection in the Gallery below:
