While the title and flagrant featured photo for this post is admittedly nothing more than clickbait, the content is, like the subject at hand, much more substantial. This post is to celebrate the opening of BDXY – a clothing and lifestyle brand founded by actor Luke Evans, Fran Tomas and Christopher Brown. Already a favorite on these pages, and a beloved Dazzler of the Day here, Evans brings his own elegant sophistication and taste to his first fashion endeavor, lending a classic vibe to a new brand that aims to serve any gentleman with a desire for refinement, sexiness, and strength.
From the sexy basics of underwear to the sultry scented collection of candles, BDXY is laying a groundwork for a line that will undoubtedly expand. For now, keeping things simple and basic in underwear (briefs and boxer briefs in black, white, and green) and t-shirts and tank tops (vests) of multiple colors and logo options, along with some daringly sexy swimwear, is a very smart start, and once you have a stable customer base, the rest of the world will surely follow. Personally, I’m favoring ‘The Unit’ underwear in black or green, and ‘The Atmos’ Swimbrief Mirrorzag – both in size Medium for anyone considering future gifts (just saying!)
You know I love a company that gives some intriguing background to its inception, offering clients a glimpse into the creative spark that started it all, and a story of how it came to fruition. BDXY has a great origin, and a compelling mission, as seen on their website as follows:
Founded by actor Luke Evans in partnership with Fran Tomas (architect and project manager) and Christopher Brown (stylist and creative consultant). BDXY is an apparel and lifestyle brand with a strong focus on classic style with a contemporary twist.
Taking cues from the Classic Hollywood actor, BDXY mixes nostalgia with modern and sustainable everyday staples. We work with new technology, fabrics and manufacturing processes to deliver a wardrobe that exudes alluring appeal with considered design.
The Origin of ‘BDXY’
The letters are pronounced BDXY – the first two letters are from the word ‘Bold’, while the second two are from the word ‘Sexy’, which describes the aesthetic of the line.
“It’s as much a feeling and a personal energy, as a description of how one looks. You can feel bold and sexy in absolutely nothing, a ball gown, a tuxedo or any kind of attire you wear. Bold is a strong, confident word and sexy is something that is appealing in many different ways.”
“Bold” exudes a vibrant energy, a daring spirit that embraces challenges and stands out with confidence. On the other hand, “Sexy” carries a magnetic allure, creating a vibe that’s captivating and irresistible. Together, they evoke a dynamic aura, blending fearlessness with sensuality, leaving an impression that’s both powerful and enticing.
Starting Point ~ The starting point came from a T-shirt, our hero product, as a strong foundation piece inspired by screen icons of the Old Hollywood era – think Marlon Brando and Steve McQueen. With this in mind, the BDXY line is designed to make you feel comfortable and confident, everywhere, always.
Sustainability is an important factor close to all our hearts. BDXY pays attention to the planet by focusing on eco-friendly methods and natural fabrications. We use ethically sourced fibres as well as recycled and upcycled materials, while working closely with a family business in Portugal. This approach helps breathe new life into humble staples while honouring our commitment to minimising environmental impact.
Inspiration ~ The naming of each piece in the first collection was inspired by Luke’s profession: on a film set, every crew member has a specific job title unique to the industry. Most have been around since the dawn of film and television production. The Stunt, The Focus, The Gaffer, The Captain, The Boom… The legacy and essential nature of these roles and more, speaks to the enduring appeal of our garments.
Aspirational ~Travel is one of the most valuable gifts you can give to yourself and others. It is this love of travel, people and places that are at the core of our collections and capture a moment in time of memories and happiness. Each piece is rooted in a shared appreciation of quality fabrics and timeless design for all body shapes.
