Bum-Chums underwear meets Alternate Focus

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One of the best British underwear brands out there, Bum-Chums, has been working with Alternate Focus photographic studio to produce some fine pictures of its underwear.

This fun brand also worked with Alternate Focus on an April Fools’ Day gag called “The Emperor’s new pants”, a fictitious new line of underwear in a revolutionary fabric so fine it can’t be seen by simpletons! Bum-Chums feigned a release of the new line under this hilarious description: Bum-chums is excited to present our newest and proudest breakthrough in pants technology. This range is set to redefine the way we think about and see our underwear. Sensuous and superfine fabric that we’re brand-naming “Impossiblex” is a 12 way stretch material that is guaranteed to fit like your skin. Impossiblex is made at night, forced in underground sheds, from ultra-fine mechanical nano-spiders, which spin an invisible fractal funnel-web, making this the ideal fabric for these garments and it’s produced solely in the UK. The “Emperor’s New Pants” collection features a mix of contemporary design along with metamodernism, something slightly ironic.

Bum-Chums underwear Alternate Focus Studio April Fools

In addition to the Emperor’s New Pants, the Bum-Chums collaboration with Alternate Focus produced some great pictures of model Rob wearing the underwear range. Here, Rob is wearing the Bum-Chums Sneak Peek Hipster. Enjoy!

Bum-Chums underwear by Alternate Focus StudioBum-Chums underwear by Alternate Focus StudioBum-Chums underwear by Alternate Focus Studio

Photography: Alternate Focus


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