For the singer’s brand, portly, bald, or pot-bellied men (or all of it), pose in outfits that would once only have been seen on a Victoria’s Secret model: red breeches, semi-sheer shirts, satin halters. on the tracksĪn open-minded approach that has also reached mainstream companies like Rihanna’s Savage x Fenty line which, according to The New York Times, launched its first menswear collection in 2020 and sold out in 12 hours. Image from the On Tracks brand campaign, which plays with the homoerotic element in sport.
On Tracks echoes the audacity of other contemporary men’s underwear brands, such as Leak NYC, Menagerie or even Wicked Mmm, which caters to all genders, their motto being: “Your gender expression is everything who counts”. They “break with certain canons” of fashion and appearance and are not afraid to be themselves. Men have reached a point where they can express themselves personally through clothing, Ramos says. Fredrik Ljungberg presented his Calvin Klein campaign at Selfridges in London in 2003. Advertisements for the brand show men’s bodies intertwined as if in a struggle, and muscular men in socks and athletic underwear. “Brands today are all about new models, designs and materials,” says Ramos, who instead wants to create a sort of modern vintage look for On Tracks. Álvaro Ramos is the founder of On Tracks, a brand of underwear and sportswear with an aesthetic that mixes homoeroticism and nostalgia: cotton t-shirts and briefs in solid colors, wrestling suits, boxer sets and crop tops ribbed. In the three decades since Simpson wrote his article on spor for Out magazine, what was once an implicit allusion in sports advertising is now an explicit reference. “Sports,” Simpson said in 2006, “is the new pornography.” From David Beckham to Fredrik Ljungberg handsome and ripped men on the playing field had become objects of lust, especially for a growing number of gay sports fans. Journalist Mark Simpson named it spor, a mix between sport and porn.