This Underwear Company Wants To Change Our Idea Of The 'Perfect' Male Body

A European clothing company is pledging to no longer be a brand "just for the perfect man" and instead to become a clothing line for all types of guys. Dressmann, based in Norway, rolled out a campaign in September called #JustTheWayYouAre to highlight different body types and "broaden the picture of what a perfect body can look like," according to promotional materials. "We want to overcome limiting beliefs that some bodies are better, more beautiful or more normal than others," Knut Vidar Nilsen, marketing director at Dressmann, said in a statement. "Simply, we want to show that there is no perfect man, there are only perfect men." Dressmann started that effort with a new ad featuring several different men, including older guys, a skinny dude and a hairier and larger man in addition to the typical muscular male model.  "It's about being confident in who you are, not what the fashion industry tells us is the perfect man," Jens Bonesmo, Dressmann's brand director, told The Huffington Post. Watch the Dressmann ad, "Underwear for perfect men:"     The fashion chain said in a behind-the-scenes video that it was "lost" in fashion industry standards but wants to "get back to reality." So far, it looks like it's working: sales went up 30 percent in September compared to the same month a year earlier, a spokesman said. One-third of guys have negative feelings about their body, according to a surve...
Source: Healthy Living - The Huffington Post - Category: Consumer Health News Source Type: news