JordanLuca JLT-1 & JLT-3 Underwear Campaign

JordanLuca Fall/Winter 2023 presented Lonsdale in the seedy, sordid, scandalous manner it deserved to be seen. From this came Triple Waistband Underwear: the triptych of bands served as a dominating more is more message, pushing sexual stereotypes harder, teasing the eye with less skin to make you dream harder of what lies beneath. 

Since, JordanLuca has produced a sell-out line of eponymously-branded Underwear. 

Now comes JordanLuca Underwear 2.0. 

The JLT-1 and JLT-3 styles are updated in a classic Grey/White offering, accompanying a restock of Black/Black and White/White briefs and boxers in sizes S-XL. 

New to the JordanLuca Underwear line is a complementing range of Jockstraps – keeping the underwear’s signature 95% cotton and 5% elastane blend, medium-rise waist, and the branded waistband, complete with Lion and Unicorn motifs; themselves a play on British stereotypes. 

Completing the range is the updated JordanLuca IGGY Top and IGGY Bottom. The IGGY Top is a micro vest, sticking slick to the chest and arching across the back. The IGGY Bottom is a Jock-less Jockstrap; a strap to be worn over, under, or without underwear, adding a layer of kink and subversion. Both arrive in Black or White Fine Rib Cotton, and are finished with JordanLuca branding. 

The JordanLuca Underwear line is available online now at

Campaign Credits

Creative Director: Jordan Bowen & Luca Marchetto

Art Director: Eric Brain

Photographer: Paolo Colaiocco

Photography Assistant: Tom Lombard

Model: Jamie Yates

Agency: IMM Agency Group

Casting: Tytiah Blake, Unit C

Words: Eric Brain

Press: Purple PR

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