January 1, 1970 | Posted in Celebrity by

Instagram heartthrob/model Austin Armacost is the face of a new kind of underwear line for men. Surge, which is based in the U.K., caters to all men of every shape and size.

"We do not want to ostracize anyone," Armacost, who has been working on designing the underwear for over a year, says. "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."

In addition to Armacost, the brand has also worked hard to feature men who more closely represent those of us who aren't exactly "model material." Surge also addresses eating disorders and the pressure for men to fit in by looking a certain way in their first campaign.

According to the press release, Surge says: "NHS figures show the number of men being admitted to hospital with an eating disorder has risen by 70% over the past six years, and those referred for treatment has risen by more than 40% in the past two years.

We feel as a men’s underwear brand we don’t want to add to the pressure men feel to look a certain way. It’s very normal for society to discuss women suffering from body image issues but the men seem to be forgotten and we hope to help to change this."

Surge aims to be the first successful brand of its kind, and with Austin at the wheel, anything is possible. Now onto the samples!

We are launched! www.surgeunderwear.com

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We are launched! www.surgeunderwear.com

A post shared by Surge Underwear (@surgeunderwear) on

We are launched! www.surgeunderwear.com

A post shared by Surge Underwear (@surgeunderwear) on

Grey Briefs £14.99 at surgeunderwear.com

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Tagged in: Austin Armacost , instagram , models , shirtless celebs , underwear ,

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