Rocco Steele is the king of all daddies
Beating off an impressive field of nominees, Rocco Steele has been named as the Favorite Daddy at the recent GayVN Awards presented in Las Vegas.
It was a big field of 24 nominees, including big-hitters such as Cutler X, Dallas Steele, Rafael Alencar, Ray Diesel, Ryan Carter, and Sebastian Rio, and Tomas Brand, but ultimately it was Rocco that snatched the trophy.
We caught up with Rocco to quiz him about his line of underwear – 10seven.
What was the initial inspiration to launch your own line of underwear?
I was working a really soul-sucking job in NYC, and had been wanting to start my own thing for years. I’d spoken to friends who’d started their own e-commerce businesses, but I was looking for the right product to produce – something that wasn’t too costly, that was easy to produce, and easy to ship.
I come from a corporate retail background, so apparel of some sort seemed like an obvious choice.
I decided on men’s underwear. My main reason for this was because I was living in New York City and when I’d walk into the gay shops, all of the underwear seemed to be made for younger guys – the colours, the silhouettes – they just didn’t seem to be appropriate for me. I’m a man in my 50s.
I wanted to design underwear that would be appealing for men of all ages. I now have styles for everybody – I have the sexier silhouettes for the guys who want that, I have more conservative styles for the guys who want that. I have classic colours – black, white, red, blue – and I also have fun colours, such as pink, purple, and yellow.
We’re used to seeing underwear being modelled by gym-fit guys who are super-lean and muscular. You’ve said that you wanted to create underwear for all body shapes. What are the design considerations that you need to navigate when designing for guys with a bigger physique?
I wanted to create a brand that could appeal to the widest range of guys possible.
In the early days of 10Seven, I created an XXL in a few of my styles, because many brands don’t. Unfortunately, I just didn’t sell enough of that size and it affected my ability to order the amount of the sizes that did sell – medium, large, and extra large. However, I still carry a few styles that go up to 2XL – like the classic jock, the daddy boy jock, the classic brief, and the trunk.
The most important thing to me when designing underwear is comfort and fit. I had some growing pains in the early days because I had some styles made in China. No matter what I approved in pre-production, the sizing would somehow be different when I received the bulk production. So, I switched to having stuff produced in the US. It’s definitely more expensive but now I have more control over the production process, as well as recourse if something isn’t the way I like or expected.
Which style of underwear do you prefer to wear on a day-to-day basis?
I prefer trunk and boxer-brief styles of underwear for myself. I’m a bit more conservative in my underwear tastes.
What about when it comes to underwear on other guys?
In the bedroom, I prefer a jockstrap in a guy. I love how it frames the guy’s ass and make his cheeks pop.
Out of the bedroom, I think it’s important for a guy to feel comfortable under his clothes. As a guy who makes underwear, I prefer a guy to wear whatever he is most comfortable wearing.
Are there more products in the pipeline?
Absolutely! In about a month, I’ll be launching the new Daddy AF jock. It’s my interpretation of the old classic wide waistband Bike jock. I can’t tell you how proud I am of this style.
I took so freaking long trying to source a quality waistband. Many of the Bike-style jocks on the market are using a flimsy waistband that just doesn’t hold up to the mileage and the wear and tear a guy puts on his jock. Jock waistbands get pulled on – a lot – so, it was important to find an elastic that can hold up.
Additionally, comfort in the pouch is extremely important. I spent a lot of time getting this right. The end result is an extremely comfortable, extremely durable jock that is built like a tank and looks badass as fuck. It will be the first style that will feature the new X7 logo.
I’m also just starting design on a new jock that will launch in early Spring. It will be an update on my very successful Classic Jock. The update will feature a jacquard waistband with the new X7 logo. It will come in the most popular classic colours, as well as a new colour or two for Spring.
Although I’ll always carry different styles of underwear, I’m seeing a greater need for good jockstraps right now so that’s where my focus is currently. But customers can find all underwear styles as well as a variety of jockstraps on my website.
What do you hope that guys feel when they’re wearing 10Seven underwear?
I really don’t care if people buy my brand because I’m affiliated with it. I’m just another businessman who happens to design and produce undies and jocks. I want them to buy my products because they know or they’ve heard that it’s a quality brand with sexy styles and amazing customer service.
When they’re wearing my brand, I want them to feel nothing – I want them to be that comfortable that they don’t even think about what they’re wearing.