Men usually log on to Grindr for one thing and one thing only: fun, sexy times with other men. The dating app has cornered the market in virtual male sexual encounters, supplanting the often dangerous world of cruising into a safe, sociable digital space. But lately the app has been moving into new territory, including selling premium tickets to Madonna concerts. But its newest foray is its most ambitious yet: a full-blown fashion line.
Comprised of 29 separate pieces, Grindr’s debut fashion collection is titled “The Varsity Collection.” This locker-room-like influence is clearly felt across the array of tight-fitting sportswear, wrought in flashy shades of primary colors. The line is grounded by high-cut shorts, tank-tops, T-shirts and swimming trunks, with the intricate print created in collaboration with design studio Print All Over Me. All sales of the clothing will go towards Athlete Ally, a charity benefitting LGBTQ athletes.
As cheeky the fashion line is, this should not come as an immense surprise, as Grindr has spent the past year moving closer and closer towards the world of fashion. Earlier this year, fashion maverick J.W.Anderson chose to stream his personal label’s FW16 runway show exclusively on the app before releasing it to the rest of the world, which must have made a nice surprise for the men online trying to get laid.
The collection goes on sale later today on Grindr’s online store.
In other mens fashion news, here’s a preview of Tim Coppens’ first collection for Under Armour.