Last Thursday, The Underwear Expert sponsored a C-in2 underwear giveaway at Homme | Town’s The Cove at Manhattan’s 49 Grove. C-in2, a favorite brand in New York City, had boys going wild.

A handful of new ads for the Peruvian League Against Cancer are encouraging guys to feel themselves up — in the name of preventing testicular cancer.

CURVExpo, a trade show representing designer lingerie, men’s underwear and swimwear in North America has just been bought by Eurovet, a leading global lingerie and swimwear tradeshow organizer, which increased its stake to 100% from the 30% it had held since 2008.

Nir Zilberman is a man on a mission. He’s out to upend the underwear industry, and he doesn’t care who knows it.

We’ve been covering Cover Male since it launched earlier this year. It’s barely even April, and in three short months they’ve already made quite a name for themselves by focusing on timeless pieces that draw from an intimate knowledge of the male form.

Pull-in, the funky French fashion underwear brand, has just reported a merger with Coalision, a Canadian lifestyle and sports apparel company. The merger positions Coalision as a major force in the global apparel market.

US trade officials are pushing a Made in America campaign and calling out the fashion industry in hopes of bringing more manufacturing jobs stateside.

“Andreas Nill, Mars Mink, Frank Retsch and Friedrich Stoller are the four young men, that start out to let the fresh breeze of the alps through their customers crotches,” says Diego Barberi’s press release. And like clockwork, these Diego Barberi guys are back with more pictures, this time displaying their Edition II line of trunks, in new colors and with even more Alpine designs.

Advertisements featuring David Beckham sporting his line of H&M bodywear do not violate UK advertising guidelines on decency, the Advertising Standards Agency ruled Wednesday.

Last Saturday, the Undy 5000 underwear run for colorectal health held their largest race ever in St. Louis, Mo, where athletes walked or ran in their underwear to promote colorectal health.

ES Collection, the smokin’ Spanish premium men’s underwear brand, and Addicted, teamed up with LA Jocks, one of its US retailers to throw a great party last Saturday, March 31st and it was a real fiesta! Sadly, we weren’t able to get out to Los Angeles, but we did get exclusive access to the photographs. Take a look!

The US Army is beginning to equip their soldiers with a bit more protection where it really counts – for the privates.

A “Rally Against Saggin” will be held in Columbia, SC this Saturday in an effort to convince teens that they ought to pull their pants up.

Swiss brand Diego Barberi was created, according to the story cooked up by their marketing department, when four young, drunk Swiss men during an après-ski in St. Moritz heard the name of “the well known local top dog,” of that resort town, whose sonorous name compelled them to start an underwear brand.

Rufskin, one of the hottest underwear brands around, just opened a flagship storefront in Manhattan’s Chelsea neighborhood. Read about it here and check out some photos from their just launched store here. We’ve thrown in some Rufskin photographs, too. Enjoy!