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Hom
In 1968 Charles Belpaume and Gilbert Anselme started the textile company IPEM - Innovation Pour
Elegance Masculine in Marseille. This was the hour of birth for a brand called HOM. Men
discovered the fashionable aspect of underwear - and along with it their body! Quality, design
and cut suddenly became fashionable.
The first men's briefs didn't have a opening. Today this doesn't sound extraordinary, but back then it was revolutionary. In the seventies elastic tissue was used for the first time. But only in 1973 HOM succeeded in finding the optimal combination of materials - cotton, polyamide and elastane. Those products with their outstanding wearing characteristics were already convincing to the gentlemen of their time. Intriguing, by the way, were already in 1970 the transparent minibriefs by HOM, with only the genital section hidden. They seemed to break all taboos and showed that the new moral made it possible to pronounce the unspeakable! Beyond body erotic the eighties were mainly the decade of the boxer-shorts, although the latter had already been brought to Europe from America in the twenties. In this sector HOM was very innovative again and created 1984 the boxer-shorts with suspenser, inside briefs to control unwanted swinging. But already in the nineties the fashion conscious man had had enough of boxer-shorts and wanted show what he'd got: body fashion instead of underwear. Real turn-on-s were string slips, thongs and minis. Besides the classical white the body cult wanted to show it's true colors: black, red and blue were no rarity anymore... The question how the success among men is going to continue, is being answered by HOM's designers with HO1, a line with horizontal slit. And once again it turns out that brilliant ideas are usually brilliantly simple. |
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