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2(x)ist Will 'Xist' Again in Print
By: Stuart Elliott

The underwear brand 2(x)ist is returning to print advertising, and beefing up its marketing budget, for a campaign to promote a new line of products.

The underwear brand 2(x)ist is returning to print advertising.

The new product line is called Sliq, pronounced “sleek,” and it is intended to evoke the sexy roots of the brand, which was introduced in 2001. The campaign, with a budget estimated for the fall season at $1 million, is being created internally at 2(x)ist, part of H. Best in New York, under the auspices of Jason Scarlatti, the 2(x)ist creative director.

The campaign features a model, Andre Ziehe, of Ford Models, who is photographed by Roger Moenks in a style the brand is calling “dark eroticism.” The campaign marks the return of 2(x)ist to magazine advertising; recently, the brand has been running ads on phone kiosks.

“The economy went low; we laid low,” Mr. Scarlatti said. “Now we’re coming back.”

The ads will appear in Details, Men’s Health and Out magazines, Mr. Scarlatti said, and will also be seen on phone kiosks. Billboards are also being considered.

And there will be video clips featuring Mr. Ziehe on Facebook and YouTube; 2(x)ist has a Facebook like, or fan, page.

The Sliq line, as the name suggests, is meant to be sleeker and more contoured to the body. The logo is more low key than on other 2(x)ist items.

The Sliq shorts come in brief, trunk and thong styles and there are also form-fitting T-shirts and tanks. Suggested prices range from $16 to $26 each. The Sliq line will be sold at stores like Bloomingdale’s, Macy’s and Nordstrom as well as in specialty boutiques and online at Web sites like freshpair.com.

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For more information or to obtain samples, please contact our Public Relations Department.

Public Relations Department
Freshpair.com
Phone: (212) 505-6900 option 3
Fax: (646) 390-6282
E-mail: press@freshpair.com