An era of a cult brand comes to an end
Andrew Christian – a name that stands like few others for modern, bold, and body-conscious underwear – is saying goodbye. After more than 25 years, the designer is closing his eponymous label. The last collection ("Bespoke") will be released in October, then it’s over.
The brand became known not only for body-conscious cuts and trendy colors but also for its confident, often playfully provocative approach to masculinity and queer aesthetics. What is mainstream today was a statement back then.
Challenges in the market environment
In an interview, Andrew Christian spoke openly about the reasons for his withdrawal. One of the main factors: the increasing pressure from large online fast-fashion platforms. Providers like Shein or Temu offer underwear at very low prices – often so cheap that small labels can hardly compete. Quality, design, and brand identity quickly fall by the wayside.
According to Christian, it was also more difficult than expected to find a suitable buyer for the brand. Although there were talks with interested companies, a handover ultimately failed due to differing ideas.
A brand with impact
Despite the end, Andrew Christian looks back with pride. His brand stood not only for fashion but for a lifestyle. Many of his customers felt seen, empowered, and inspired by the brand – especially because it was open to diversity, body awareness, and self-acceptance.
In an industry often shaped by norms, Christian set his own accents. With bold campaigns, strong images, and a sense of trends, he helped shape the world of underwear.
Even though Andrew Christian is now withdrawing from active fashion design, he remains creative. In the future, he wants to devote himself to new projects – as a consultant, author, or in other creative roles.
Secure the last collections now – and look forward to Bespoke
In our shop, you will still find selected models from Andrew Christian – including some of the most popular classics. And the best part: We will also carry the final autumn/winter collection "Bespoke" for you.
