Balenciaga’s New Logo Underwear Will Set You Back $200 | GQ

Just as they were a decade ago (when all things Ed Hardy were at their peak) the inescapable trend in menswear right now is logos. It’s like how square toe shoes were everywhere in the late ’90s or how every guy’s thighs suffered while breaking in raw denim during the mid-aughts. But in 2017 logos have taken over every corner of your closet. Multiple logos are being worn together in a single outfit (once a menswear no-no). At both the high and low ends of the market you’ll find things like all-over prints on Champion sweatpants and Louis Vuitton camp shirts. You’ll find Gucci logo tees and throwback Fila graphics on everything from Urban Outfitters tank tops to Gosha Rubchinskiy-designed versions at Dover Street Market. And now the trend is coming for your waistline.

The concept of branded underwear is nothing new—Calvin Klein wrote the
book on it—but these days, more flex-worthy labels like Supreme and Gosha Rubchinskiy are capitalizing on guys’ desire to be branded all the time—even in places where the sun don’t shine. Now, Parisian fashion house Balenciaga is getting in on the logo briefs action, albeit at a much loftier price point than a pair of Calvins or Supreme x Hanes. In fact, they’re selling sets of underwear for $200 right now at the always-ahead-of-the-curve Paris shop Colette. Two Benjamins will get you just three pairs of the Parisian brand’s skivvies.

There’s nothing about the underwear that screams “Luxury Fashion Product” at first glance. The all-cotton boxer briefs are 100% cotton, have rolled seams (so if you’re still wearing skintight jeans, best to find a different pair), and…that’s about it. Rather than focus on a flashy design or innovative cut or (from what we can tell) premium fabrication, the biggest draw here is the Balenciaga logo—which is the whole point.

Now, $200 for three pairs of Balenciaga logo underwear is a lot—but these prices undies aren’t the most expensive on the market. Versace sells their Greek-inspired print briefs for $75 a pop, Acne Studios has boxers for $80, and though they have yet to hit shelves, we imagine Tom Ford’s forthcoming line of underwear will set you back a fair amount.