Carmelo Anthony, Derek Jeter, Timbaland and Daryl Strawberry walk into FRIGO's pop up shop.
This isn't the beginning of a shitty joke with an even shittier punch line, rest assured. This was the scene at Thursday night's pop up launch in Manhattan's Meatpacking District, where FRIGO unveiled its latest, RevolutionWear. The underwear company has released a line of briefs made of high-tech fibers that facilitate lightness and breathability, according to the product's description. An adjustable mesh pouch and soft lock adjustment provides a custom fit for the undergarments, which come in either black or red. Oh yeah, and they're $100 each.
For Tyson Beckford, who stumbled upon the event while meeting some friends, sticker shock prevailed.
"I don't know about buying no damn $100 underwear," Beckford told Women's Wear Daily. "I struggle to buy, like, $25 Calvin Kleins."
But Derek Jeter, who could be seen at any given moment during the event snapping selfies with social media-happy fans, stood firmly behind the product.
"I'm supporting my man, Mathias Ingvarsson," Jeter said, throwing a nod to one of FRIGO's executives. "He gave me this product and I fell in love with it. It's worth it. They're all worth it."
While athletes, (an unusually camera-shy Carmelo Anthony and wife LaLa posed for photos) and fashion tastemakers circled the 3,500 square foot space, various attendees spun records from Other Music, flipped through pages of Rizzoli New York art books and played Bonzini foosball and Pac-Man in the game room.