The two buff men wandering down Oxford Street in nothing but undies and shoes on a recent Saturday afternoon looked like they were on their way home from Arq after a big night.

But they were actually part of an attention-grabbing marketing campaign by new clothing company XXX Industries to promote their clever line of sports underwear.

Designed using hi-tech fabrics, the undies are said to enhance the wearer’s performance by offering extra support, comfort and breathability. They also have a hi-tech name -“ the G4 -“ making them sound more like a computer than a pair of jocks.

The man behind XXX Industries is Cronulla-based designer Jayson Wright, 34.

The former graphic designer came up with the idea for the company after finding normal undies didn’t stand up to the challenges faced in extreme sports he played, such as snowboarding, skateboarding and mountain biking.

Your standard underwear is made in China of fairly cheap quality cotton, said Wright. I find they inevitably stretch and get out of shape and basically hold a lot of moisture, which can lead to a range of problems such as itchiness and in some extreme cases infection.

After researching various fabrics Wright decided on a combination of technologically advanced fibres that encourage airflow.

Cool air goes in and warm air goes out, while at the same time removing moisture. So it essentially keeps you cool under pressure, Wright said, adding that the materials used are completely Australian-made.

He also wanted the underwear to be stylish enough to wear everyday. The G4 comes in a boy-leg brief as the cut offers more support than a standard brief, and also because the style is very much in fashion. Several other designs are currently in progress.

The recent publicity stunt on Oxford Street was clearly aimed at wooing the gay market, which Wright believes to be quite heavily into exercise and fitness, and conscious of the fact that style and form must follow function.

The only similar product on the local market, said Wright, is the sports brief by Jockey currently being spruiked in an ad campaign featuring sprinter Matt Shirvington.

However, Wright doesn’t see them as a direct competitor because they’re catering to a different market.

The outlets they’re available through are bulk retail stores like Target and Big W. We’re aiming at the high end of the market, boutique and specialist stores.

The G4 is available for $49.95 at a number of select shops including Oxford Studios (see www.triplex.com.au for more).

However, XXX Industries won’t officially be launched until September. Despite this, Wright has already had interest from distributors abroad.

We’ve had a few nibbles from overseas, so it could potentially be an overseas export before too long, he said.

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