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Notes from the studio
A handful of pieces a month. Fit science, fabric, opinion, and the occasional behind-the-scenes.
Journal
What the Big Underwear Brands Get Wrong (We Owned Them All First)
Big brands offer endless choice, but many still miss on fit, fabric, logos, and pouch tech. Why YYCG took a narrower, more deliberate approach.
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Journal
Why We Priced It at $30 Instead of $15 or $60
The honest reasoning behind a $30 pair of underwear: what cheaper pairs cut, what designer pairs charge for,...
Journal
According to Reviews, Bulgemaxxing Is Real, and It’s Here to Stay, Exclusively With YYCG Underwear
According to reviews, ""YYCG underwear are the best underwear for men". What started as men caring about looksmaxxing...