Putting the romance into underwear – Johnnell and Tyrone are giving us goals
“I feel that there aren’t enough black men who are able to express their art in the underwear industry as white men are usually given the majority of opportunities…” said Terrell, speaking about the campaign. “I feel, as gay black men, we can really push limits on the freedom of expressing that art while using a platform to be recognised for. We believe in this new wave of social media, it creates more outlets of diversity.”
“It’s always great working alongside my partner…” added Terrell. “Doing the photo shoot together has opened our minds to be able to work creatively and feed off each other’s energy.”
To find out more about the range, we spoke with Kyhry – the creative brains behind the operation, who established the Adonis brand in 2015.
What led you to establish the Adonis underwear brand?
Through my own personal discovery, I realised that being comfortable with how you look in your underwear can have a huge impact on your self-esteem. This is what led to the birth of Adonis – I wanted to create a brand that would help guys feel more confident and boost their self-esteem.
What makes Adonis underwear different to other underwear brands for men?
Our personal touch and connection with our customers. In any business, I firmly believe that you have to love what you’re selling. How can you expect other people to love your products if you don’t?
That said, I frequently wear my own products and upload photos of me wearing them to my personal Instagram.
I was also the model for our previous campaigns. When our customers see the owner modelling his own products, an average guy with a decent body, they feel like it’s a real brand created by a real person — people connect with this.
What’s the design or creative process you follow to create the Adonis underwear product lines?
Our creative process is not a linear step-by-step process – it depends on so many factors. However, what I tend to do before I design a new collection is to look at our top-sellers and customer reviews. Our customers are very vocal and have told me what they do and don’t like, so I listen to them.
When I’m in design mode, I keep their feedback in mind while also aiming to create something that’s new for us. In the brainstorming phase, I also look at celebrity artists, buildings, and nature for inspiration. I try to avoid looking at our competitors – it’s hard to be original if you’re too busy monitoring your competitors.
Who is your target market?
Gay men, ages 21-40. But I see guys of all ages proudly sporting their Adonis underwear gear.
I choose Johnnell and Tyrone to be models for this campaign because I wanted to show two guys that are comfortable with embracing each other. It’s important to show a positive representation of gay men and gay love.
What do you want men to feel when they’re wearing Adonis underwear?
It’s simple – I want guys to feel sexy, confident, and desirable.
What are some of your goals and ambitions for the months ahead?
To continue building our brand. Underwear will always be our core product, but I want to continue expanding by adding additional products. We released a few sexy shirts last year, and recently released our swimwear collection.
Both our shirt apparel and swimwear collection sold out very quickly, so one huge goal of mine is to focus on building and expanding these product lines within the next year. Also, our brand presence is steadily growing in the UK and Canada, so I want to focus on creating more brand awareness in these markets.