London's DaDa Underwear describes itself as a boutique undergarment label which merges style, photography, art and the outdoors into its collections. The brand's intelligible vintage appeal comes from explicit references to the 20th century Dada movement.
Followers of the DaDa ethic expressed their anti-war rhetoric during the aftermath of World War I. The largely peaceful mentality brought about groundbreaking expressions in the realms of literature, poetry, art theory and graphic design.
The almost chaotic designs of giants like Hannah Hoch and Hans Richter are reflected in these chic menswear pieces. Short, tight fitting briefs and 3D pouch features are missing in most male lines of intimates, creating an alike counter-culture movement in the unrelated albeit essential field of men's fashion.
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Concept: DaDa Underwear
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Segment: Males, 18-35
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20th Century Undergarments
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