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C-IN2 (stylized as C-IN2, pronounced: "see in 2") is an American men's underwear brand founded and headed by Gregory Sovell. In recent years, it has become a leader in the industry, competing against Sovell's own 2(x)ist brand which he founded in 1991 and left in 2005.

C-IN <sup>2</sup>
FounderGregory Sovell
Headquarters1140 Broadway Penthouse New York, United States
Key people
Gregory Sovell
Productsmen's underwear: briefs, boxer-briefs, boxers, jock straps, tank tops, T-shirts, thongs and trunks


The brand was launched in 2005 by Greg Sovell and co-founded with Jason Zambuto.

Sovell had left his own 2(x)ist brand that same year (which he established back in 1991) because of creative differences.

Since its inception, C-IN2 has introduced breakthrough "technologies" in its underwear designs.

Its pioneering designs have made it a successful niche in the fashion industry which it continues to expand.

In 2010, the C-IN2 brand was acquired by a new entity, C-IN2 Clothing Company, Inc., based in Montreal, Canada.

Gregory Sovell continues to be the Creative Director for the brand in a new studio in New York City.

This new venture will allow the C-IN2 brand to expand into new categories and product lines.

Marketing and brand image

The brand holds an "individual and modern"brand image. Its most known marketing campaign is "the prison shot with the inmates standing against the prison wall with their clothes down, hands behind their backs and in C-in2 underwear". It was widely circulated, also advertising in Sydney and Melbourne, was shot by Steven Klein.

Viral marketing is also employed.

Author and model Chris Campanioni began his career in fashion by shooting extensively for C-IN2.


Among the design techniques is the Trophy Shelf Technology.

And the Bamboo line is among C-IN2's most successful designs.


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Sep 18, 2016, 12:02 PM