Wednesday, September 22, 2010

The Indian Express Article - 22 September 2010



From bawdy messages to cutesy prints -- boxers have got a makeover and are now high on the style index

WITH the sounds of shells ringing through the early morning Afghanistan air last year, Zachary Boyd, a soldier with the US Army, grabbed his gun, a bulletproof jacket and a helmet with sleep still heavy on his eyes and ran to his post. In the middle of a Ta liban attack on his regiment, Boyd forgot to pull on his trousers, and went out instead in his “I love NY” boxer shorts . Yo u might crack up at this incident, but it’s not just the Americans who love their boxers. In India too, trendy boxers have become quite a fashion must-have.
In the capital, for instance, two young guys, Brijesh Dahiya and Kuldeep Singh, have started Cheapsex boxers, a label from Gulabo Chhap Design Works, a design firm they set up early this year in Faridabad. This boxer brand plans to keep the fun factor high when you drop your pants, quite literally, with tag-lines like CheapSex Clinic, Butt Bite, Chadti Jawani — scribbled in psychedelic prints on the boxers.

“The tag-lines are random — we don’t plan and research it. They pop out of random conversations we have with friends over a drink. Alternatively, it could be from a Lady Gaga video too,” says Dahiya, a NIFT alumnus. The brand retails from

fashion boutiques like Unisexxx in Delhi, Fuzzion in Faridabad, Attic, Bliss, Sobo, Tappu ki Dukaan in Mumbai; Either-Or in Pune at Grafittee, Levitate and Chilli Billi in Bangalore. In fact, the popularity of the brands have given rise to a demand for unisex boxers. "Girls incidentally buy more boxers than the guys. They buy it for their boyfriends," says Singh, who quit his job as a software engineer to start the brand with Dahiya.
"I think boxers are perfect for the Indian man. Briefs look good on a sculpted and toned body. For the Indian man, who often come with a paunch, the boxer shorts hides the flaws well. They are also more hygienic and comfortable,' says Delhi designer Rohit Bal, who had models walking bare chested on the ramp in nothing more than naughty boxers, for his Badmaash collection. The boxers came in luxe silks and velvets, mostly in dark colours and often in floral prints. “A man can express himself through the boxers he wears. Most men act tough on the outside. If you were to see their boxers with cute small elephants or even hearts, you would get to know their other, less-revealed side,” adds Bal, who lists white boxers as his personal favourite.

While the market for boxer shorts in India cropped up as early as 2007 with the arrival of international players like Calvin Klein, it is only recently that it has been elevated to a style statement. “More and more young men are now open to experimenting with fits and styles. In India, boxers

with madras checks, stripes and smaller floral/geometric prints are the most preferred designs along with solid colours in shades of blue and grey. Seasonal collections like Va lentines (heart print boxers) and holiday season (Christmas prints) are also very popular,” says the CK spokesperson in India.
For a more Indian touch, Chumbak, another design house has come up with two design patterns — ‘Turbans of India design’ and ‘Kamasutra shorts’— that are retailed through their online store chumbak.in. They also retail their merchandise from stores across Indian metros and cities like Secunderabad, Va dodara, Guwahati etc. The metrosexual man can also take his pick from the block print boxers at the popular Anokhi.

Dahiya says a lot of this popularity also has to do with how boxers have been projected in movies and advertisements. “Earlier boxers were looked at as a lazy old man’s choice. The briefs were for the macho man.

But if you see now, men don’t mind being dandy. Ranbir Kapoor in the movie Wake up Sid, for instance, is a dude who is easy-going with things around him. And his choice of innerwear, in this case, boxers, reflects that about him. I wore a pair of boxers on a flight from Kolkata to Delhi once. I got weird looks, but there was no problem,” says Dahiya.






Monday, July 26, 2010

Sunday Guardian (25 July 2010) article



The standard men’s underwear, popularly known as boxers, was stuck in a design rut in India before NIFT alumnus and designer Brijesh Dahiya and software engineer Kuldeep Singh rescued it from the drab section of men’s wardrobes. Their label, CheapSex Boxers, lends a dash of colour, kitsch and pun to this most conventional of inner wear garments.

“There is a serious void in below-the-belt men’s fashion. Who would not like a piece of kinky fun in their wardrobe? This is a product that could be a potential canvas for quirky creativity,” says Dahiya, who designs these boxers at his studio in Faridabad, Gulabo Chhap Design Works.
Launched in January, their label reflects clever marketing strategy and attitude. “We have young people everywhere wearing low waist trousers and denims. Their unspoken agenda is to offer the world a peek. But who wants to give a second glance to a dud reading label on the waist? We want to shock people as much as attract them,” he adds. The duo has bizarre names for each of their creations — Bikini Bandits, Spread Love, Centre Fresh, Kama Chameleon — and each boxer is treated like a person. “It adds a great deal of attitude to the whole package. We’ve gone wackier in the forthcoming season,” says Singh.
Priced between Rs 360 and Rs 450, these boxers are available online and at stores across the city. The duo claims that women form a majority of their clientele. “Our target buyer is a person who’s independent, individualistic and broad minded. Comfort is one of our strong points. It is a fact that men are more conservative shoppers than women. So we have women picking these for themselves or their boyfriends,” Singh adds. With a “kink antenna” on their heads, the duo tries to spot humour and fun in mundane ideas, pictures or statements and puts them on their product. Their website is www.cheapsex.co.in


Saturday, July 24, 2010

Cheapsex Boxers Product Shoot





CHEAPSEX RETAIL HUBS

Buy CHEAPSEX Boxers @
ATTIC
Bir Sagar, 396/20, Flat #1, End of 17th Road, Santacruz (West), Mumbai.
AZAAD BAZAAR
16th/33rd Road, Bandra (West), Mumbai.
BLISS
Flat No. 180, Aram Nagar 1, Fisheries University Road, 7 Bungalows, Versova, Andehri (West)Mumbai.
CHILLI BILLI
3302/I, 12th A Main, HAL 2nd Stage, Indiranagar, Bangalore
CREATIVEGARH
37A, Shapurjat, New Delhi.
EITHER OR
24, Sohrab Hall, 21 Sassoon Road, Opposite Jehangir Hospital, Pune.
FUZZION
SCF-77, Sector 15, HUDA Market, Faridabad.
GRAFFITEE
C/10, South Ex. Market (Pt.2), Back Lane, Behind Bata Showroom, New Delhi.
LEVITATE
100 Feet Bouique Restaraunt, 777-I, 100 Feet Road, Indiranagar, Bangalore.
GULABO CHHAP DESIGN WORKS
24A Sector 10, Block H, DLF, Faridabad.
SOBO
Motor House, 1st FloorHughes Road, Chowpatty, Mumbai.
TAPPU KI DUKAAN
27A, Kermani Building, Mezzanine Floor, Sir P.M. Road, Fort, Mumbai.
UNISEXX
35. Defence Colony Market, New Delhi.

Friday, July 23, 2010

New Postcards by Cheapsex




About Cheapsex Boxers

Seen BOXERS..?..if been there done that is what you feel...you're welcome to our abode where its difficult to keep your mind outta your pants!! Finally there's someone addressing the national cause of where-is-the-fun-in-my-shorts defficiency. Now, whats on your mind can be on your boxers as well...and the ladies yeah...before you dissmiss us as a bunch of chauvinists..we here at CHEAPSEX are totally unisex.Men can finally look forward to taking their pants pants off and the women have all the reasons to never put on a pair at all! Wear one with a white shirt and a black tie or scoot off to goa with a bunch of them...who cares!..you'll find us in goa too incase forgot doing the latter, and you know we're the ultimate answer for all you guys who find it difficult to keep their jeans from slipping down...you can finally stop worrying about pulling it up again dude!. Depending upon your ability to pull off the extent of your perversity in public, we give you a wide enuff range of boxers to choose from. Now you can easily walk through the detectors with a bomb under your pants and no one would know untill you think they should!!.. Basically...the juice of the gab is this...that where and how and who wears it is totally your problem...we're only concerned about the deal that you make sure you show it off!!.
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