People have struggled with distorted body ideals for decades. Ideals in which someone else has decided what’s beautiful and what’s ugly, who is normal and who isn’t.
Underwear brands have portrayed “the perfect man” with “the perfect body” for years, using the same bodies with different faces. Meanwhile, half of the Nordic population believe that advertising is the cause of our unhealthy obsession with the body; an obsession that leaves 80% of men dissatisfied with how they look, 8–11% of all schoolboys testing steroids and 38% of all men willing to give up a year of their lives to get the perfect body.
But is there something like a perfect body? Doesn’t a perfect body come in all shapes and sizes? Dressmann – Man Underwear thinks so. Man Underwear is not just for “the perfect man”, it is for the 3.4 billion perfect men in the world. Because everyone is perfect just the way they are.