When young people were asked, "Would you in the heated moment of passion proceed with intercourse if you didn't have a condom?" a considerable amount of affirmative responses were given. Creative agency Matchbox Creative Incubator decided to counter the situation by creating underwear with a patented "stash pocket", allowing the wearer to keep that secret stash underground.
"Through trendspotting in the HIV/AIDS world (to which we can truly attest to not being experts), it seems the focus is on prevention and not treatment. Unda- G is asserting this trend through behavioural change... through making carrying condoms trendy," says brand manager Kgauhelo Dube.
"We anticipate that when the wearer is getting dressed, perhaps for a night out , it will almost be second nature to stock up his/her 'stash pocket' with condoms," she adds.
Unda-G will launch in the 2006/07 spring/summer season. Negotiations with varied retailers are underway with a focus on funky, artsy retailer with an edge. For the moment, the product line is available directly from Matchbox.
"The prints on Unda-G boxers are fresh and revolutionary. We've tapped into the pool of unique illustrations and designers in the SA underground art scene - from graff virtuosos to Yeoville arty-types, Kasi-style visualists to hardcore Cape Town surrealists," comments Unda-G's creative director, Cal Bruns, who also points out that each design is to be printed as a limited edition.
