Artificial Flavor
HE WEARS SHORT SHORTS: Though the choices of stylish sportswear abound for the hip contemporary man, John Vitti found that the options for what to wear underneath those perfectly distressed, premium, low-slung jeans are few.
“We found a huge gap in the marketplace,” said Vitti, president and chief executive officer of the San Francisco–based men’s underwear line Artificial Flavor. “Everyone kind of forgot about men’s underwear. They forgot to make it fun and sexy.”
Vitti engineered the fit of the short with a closed front and roomy crotch for breeze-free lounging around the house and a snug fit around the leg for a comfortable fit throughout the day.
The Mediterranean- and urban-inspired briefs and shorts have found success on the sales floor of Fred Segal in Los Angeles and Body in San Francisco.
For Spring 2007, Artificial Flavor will debut knit lounge pants and T-shirts with the same retro flair as the line’s briefs and hipster shorts. —Rhea Cortado
KEY LOOKS: Cotton/Lycra brief and hipster styles are available in sunny color combinations, such as brown with an orange stripe or white with a burgundy waistband.
WHOLESALE PRICE POINTS: $13.50 for underwear, $28–$36 for lounge pants
WHOLESALE CONTACT: (415) 512-1919
