Calvin Klein Underwear for Men: A Legacy of Provocation, Precision, and Cultural Impact
When Calvin Klein launched its men’s underwear line in 1982, it wasn’t just introducing a new product—it was igniting a cultural shift. The brand, already known for its provocative denim campaigns (think Brooke Shields’ unforgettable “Nothing comes between me and my Calvins” ad in 1980), turned its attention to the most intimate layer of menswear and made it aspirational. The debut campaign featured Olympic pole vaulter Tom Hintnaus, photographed by Bruce Weber in Santorini, Greece. Hintnaus stood confidently in white briefs against a whitewashed wall, and the image became a defining moment in fashion advertising.
From there, Calvin Klein’s underwear campaigns became synonymous with boldness and celebrity. In 1992, Mark Wahlberg’s steamy black-and-white ads with Kate Moss redefined the genre, blending street edge with sensuality. The 2000s saw stars like Justin Bieber, Jamie Dornan, and Freddie Ljungberg take the mantle, each bringing their own energy to the brand’s evolving image. More recently, Calvin Klein has embraced a more inclusive and global approach, featuring stars like Bad Bunny, Jeremy Allen White, and BTS’s Jungkook in campaigns that speak to Gen Z’s fluidity, confidence, and cultural awareness.
The Business of Briefs: Calvin Klein’s Underwear Revenue and Brand Power
According to market data from Statista, Calvin Klein’s underwear division contributes significantly to PVH Corp’s overall revenue, with men’s underwear alone generating hundreds of millions annually. In 2023, PVH reported global revenue of $9 billion, with Calvin Klein accounting for approximately $3.5 billion. While exact figures for underwear aren’t broken out, industry analysts estimate that men’s underwear makes up roughly 15–20% of Calvin Klein’s total brand sales, driven by strong e-commerce performance and global retail presence.
The imagery surrounding Calvin Klein underwear is more than marketing—it’s brand DNA. These campaigns are not just selling briefs; they’re selling identity, aspiration, and a lifestyle. The minimalist logo waistband has become a cultural symbol, worn proudly and often visibly, from gym locker rooms to TikTok mirror selfies.
Style Meets Survival: Why Calvin Klein Underwear Belongs on the Beach
Calvin Klein’s men’s underwear isn’t just stylish—it’s engineered for comfort and versatility. Crafted from breathable cotton blends, modal fabrics, and stretch elastane, the fit is snug yet forgiving, making it ideal for both lounging and movement. In fact, the quality is so elevated that if you ever found yourself shipwrecked on a desert island—or simply forgot your swim trunks—Calvin Klein briefs would hold their own as beachwear. The clean lines, neutral tones, and iconic waistband make them feel intentional, not accidental.
“Calvin Klein Men’s Underwear has long stood as a cultural touchstone—an emblem of American style, sensuality, and self-expression. In 2025, its legacy continues to resonate deeply with Gen Z and millennial consumers who value authenticity, minimalism, and emotional connection to the brands they wear. The iconic waistband isn’t just a logo; it’s a statement of confidence and identity, worn with pride and intention. Calvin Klein has mastered the art of evolving with the times while staying true to its DNA, making its underwear not only a fashion essential but a symbol of modern masculinity.” —Joseph DeAcetis, Editor at StyleLujo.com and Professor at the Fashion Institute of Technology.
Models Piyush Timalsina, Cooper Sharp and Conrado Duhour Photographed by Macrae Marran,
For generations of American men, the Calvin Klein waistband has transcended its utilitarian purpose to become a symbol of identity, confidence, and cultural pride. Worn just above the waistline—often deliberately revealed beneath low-slung jeans or tailored trousers—it functions almost like a badge of honor, signaling allegiance to a brand that helped define modern masculinity. The iconic logo, clean and bold, speaks volumes without saying a word. It’s a quiet nod to sex appeal, not in a brash or performative way, but in a manner that feels self-assured and timeless. From locker rooms to fashion runways, the waistband has become a visual shorthand for style, sensuality, and the enduring power of American design.
Behind the Lens: A Creative Vision by Joseph DeAcetis and Macrae Marran
As the Creative Director for this exclusive shoot, I envisioned a trilogy of features that would capture Calvin Klein’s enduring relevance through a modern lens. Set on a remote beach, the imagery evokes solitude, strength, and sensuality—three pillars of masculine identity today. To bring this vision to life, I collaborated with celebrity and fashion photographer Macrae Marran, whose outdoor shooting style is defined by natural light, raw emotion, and cinematic composition.
Macrae Marra’s photographic mastery lies in his ability to distill emotion from environment—an instinctive talent for translating atmosphere into visual narrative. For this Calvin Klein underwear shoot, set against the raw expanse of a remote beach, Marra endured grueling 95-degree heat, relentless wind, and shifting terrain to capture the brand’s essence with precision and grace. His lens became a conduit for Calvin Klein’s DNA: minimalism, sensuality, and strength. Known for his work across high-profile fashion editorials and luxury lifestyle campaigns, Marra approaches outdoor photography not as backdrop but as character—allowing natural light, texture, and movement to shape the story. Here, the shoreline was not merely a setting but a stage, where sand, sea, and sky converged to echo the brand’s timeless tension between structure and softness. Each frame is composed with architectural clarity and cinematic rhythm, balancing the models’ physicality with the vastness around them. Marra’s visual language is both intimate and expansive, capturing not just bodies in motion, but the quiet power of presence. His work in this trilogy marks a new chapter in Calvin Klein’s visual legacy—one that honors the brand’s heritage while pushing its aesthetic into elemental, untamed terrain.
And of course, none of the visual impact would have been possible without our talented groomer, Maxxi, whose artistry and resilience brought polish to every frame. Working under intense conditions—95-degree heat, relentless wind, swirling sand, and ocean spray—Maxxi maintained the models’ grooming with precision and calm. Her ability to adapt on the fly, keep skin fresh and hair camera-ready, and preserve the integrity of the look despite the elements was nothing short of masterful. Maxxi’s work elevated the shoot from beautiful to editorially flawless, proving once again why she’s one of the best in the business.
The Faces of the Future: Conrado Duhour, Cooper Sharp, and Piyush Timasina
To represent Calvin Klein’s evolving audience, I selected three distinct male models—each embodying a different facet of Gen Z and younger millennial identity.
- Conrado Duhour brings a quiet intensity and classic masculinity. With his sculpted features and grounded presence, he channels the timeless appeal of Calvin Klein’s early campaigns while adding a modern edge.
- Cooper Sharp represents the creative rebel. His expressive energy and unconventional charm speak to the brand’s newer direction—one that embraces individuality and emotional depth.
- Piyush Timalsina offers a global perspective. With his striking look and confident poise, he reflects Calvin Klein’s commitment to diversity and its resonance with international audiences.
Together, these three models form a visual narrative that’s as layered as the brand itself. They’re not just wearing underwear—they’re wearing legacy, attitude, and aspiration.
Calvin Klein Underwear as Cultural Currency
Calvin Klein Underwear for men has evolved from a provocative fashion statement to a symbol of modern masculinity. Through decades of iconic campaigns, celebrity endorsements, and unwavering quality, it remains one of the most influential products in fashion history. Today, it’s not just about what’s underneath—it’s about what it represents: confidence, clarity, and connection.
This shoot, the first in a trilogy, captures that ethos in its purest form. On a remote beach, stripped of distractions, Calvin Klein’s legacy stands strong—timeless, tactile, and ready for whatever comes next.
