2(x)ist

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2(x)ist
Type of Company	Private
Founded	1991
Headquarters	New York, NY, USA
Key people	Gregory Sovell
Industry	fashion
Products	men's underwear, including briefs, undershirts, boxers, boxer-briefs, and thongs
Website	www.2xist.com

2(x)ist is an American underwear manufacturer that caters primarily towards male consumers. The brand is considered an innovater in marketing "sophisticated, well-constructed, sexy" underwear to men. The brand was founded by Gregory Sovell, who in 2005 left the company to start C-IN2, a competing underwear brand. Both companies are seen as having a large following among newly-influential metrosexual and gay consumers.

[edit] Soy underwear

In Spring, 2006 the company introduced the first line of soy underwear ever created. "The whole world seems to be going soy," said Jason Scarlatti, the design director for 2(x)ist. "Look at soy milk and soy lattes. We wanted to be on the pulse on what's going on."[1]

The release party was broadcast on the reality TV show the Janice Dickinson Modeling Agency, which provided the event with male models. [2]