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Surge Underwear Embraces Body Diversity

Friday Aug 10, 2018

British underwear brand Surge is forgoing six-packs and, instead, featuring men of all shapes and sizes in its first-ever campaign.

In 2017, the UK's National Health Service reported that the number of men being admitted to hospitals with eating disorders has risen by 70 percent over the past six years, and those referred for treatment has risen by more than 40 percent in the past two years.

Additionally, the UK has seen a rise in Muscle dysmorphia. It's feared one in 10 men training in UK gyms could have a condition that can lead to depression, steroid abuse and even suicide. Muscle dysmorphia, which is also known as bigorexia, is an anxiety disorder that causes someone to see themselves as small, despite being big and muscular.

"We sat down and designed this range over a year ago and from day one it was decided that our brand was going to be an inclusive brand," says brand director Austin Armacost. "We do not want to ostracize anyone. Men with muscles, skinny guys, larger guys we want them all to feel sexy and confident when wearing our brand. Every single person is beautiful, and this needs to be celebrated more. There is a lot of talk of female high street brands using plus-size models but where are the men? We want to add towards overcoming an unattainable beauty standard and display an accurate representation of the 'everyday man.'"

As part of the campaign, Surge asked its models how they felt about their bodies - here's what some of them had to say:


Austin Armacost
Age: 30

Do you feel comfortable naked?
I am extremely comfortable being naked. As you can tell from one of my many nude INSTAGRAM posts. I love my body and work hard to keep it in the best shape I can. I turned 30 this year and it is definitely getting harder to maintain. But, I appreciate all of the various shapes and sizes of the human form. People need to embrace and appreciate the variety.

What is your favorite part of your body?
My Bum

Do you feel pressure to look a certain way?
I feel pressure from beauty standards, perceived perfection, etc. within the gay community as well. I hope to encourage people to embrace their bodies, own every inch and every pound. You are beautiful!

How do you feel social media has affected people's view on their bodies?
It is unfortunate with the massive increase in apps such as FaceTune & Snapseed that pictures on social media are becoming less and less authentic. This is perpetuating an even more unattainable beauty standard. That is why I wanted to do this campaign to show people that we are all different and that is ok.


Dexter Montgomery
Age: 18

Do you feel comfortable naked?
More so than before my operation, I used to hate the way I looked. But I'm a lot more accepting of my body and will continue to be a bad bitch!

What is your favorite part of your body?
My legs and my hair color.

Do you feel pressure to look a certain way?
Of course.

How do you feel social media has affected people's view on their bodies
It makes people feel they need to look a certain way, but there are a lot of body positivity accounts which is good. A lot of changes still need to be done.


Jay Kamiraz
Age: 39

Do you feel comfortable naked?
I feel comfortable naked behind closed doors, it has taken a while for me to get where I am with my body confidence.

What is your favorite part of your body?
My eyes and my décolletage.

Do you feel pressure to look a certain way?
Yes, social media and media, in general, does pressure you to look a certain way. I want to break away from [that] and help people feel confident.

How do you feel social media has affected people's view on their bodies
Social media can do one of two things, it can help promote confident bodies, or it can promote negativity like trolls and body shaming - I have been victim to it.


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