Diego Barberi’s Swiss Pride for Your Joy

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.

True or not, the outcome, at least, was a genuinely winning image – goofy Swiss skiers playing around in the Alps with or in underwear – which the Barberi guys were savvy enough to put on display. Take a look at these pictures and tell us you’re not charmed.


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