So as a fetish line you certainly cater for a lot of desires, what we want to know is do you have an underwear fetish yourself?
- Oh god yes! I have many fetishes, underwear being one of them. I also have a fetish for not wearing underwear. I love that our customers are from all walks of life, thing is, underwear is easily hidden under your clothes, so you really have no idea what someone may be hiding. I love the thought of having a business man, but under his suit has on a kinky pair of lace briefs or a hot latex jock strap.
That is a very sexy thought! You've also just launched a new range of products, talk to us about them.
- We are still very much a new brand, only a year old. The last year has been a big learning experience, who our customer is, what they like, how they shop, etc. September saw a mini rebrand for us. We shot new imagery that sets a very clear tone for the brand, new website, new products, new models. The products are slowly expanding the range, more latex, but soon we will have a larger range of fabric underwear, giving our customer a greater choice without losing comfort or style. Latex has been bought over to the 'fashion' side of the industry recently and used more as a mainstream fabric, instead of it being used as gimmick or purely fetish garment. This is what we want to try to create at JACK, a brand that not only crosses over from fashion to fetish , but that also blurs the line between them. I guess, at the end of the day, it'll all depends on the wearer. Some of our garments could be dressed down and worn casually, depends how daring you are.
Ministry of Underwear