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Nasty Pig
FoundedOctober 31, 1994; 30 years ago (1994-10-31) in New York City, U.S.
Founders
  • Frederick Kearney
  • David Lauterstein
Headquarters259 W. 19th Street,
New York City, New York
,
U.S.
Key people
Number of employees
12[1] (2017)
Websitestore.nastypig.com

Nasty Pig is an American men's fashion brand, based in New York City. The gay-owned company was founded in 1994 by Frederick Kearney and David Lauterstein, who serve as creative director and chief executive officer, respectively.

Nasty Pig initially focused on sportswear catering to the leather subcultures and has expanded into a full clothing line including underwear, jockstraps, jeans, shorts, T-shirts, and swimwear. Nasty Pig ranked on the Inc. 5000 in 2013 and moved into its current flagship store in Chelsea, Manhattan in 2014.

Description

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Nasty Pig originally focused on sportswear catering to the leather subculture.[2] The gay-owned brand has since expanded into a full clothing line, including underwear, jockstraps, jeans, shorts, T-shirts, and swimwear, among other accessories,[3][4] and mostly targets gay men.[5] Sexual fetishism remains an influence; Nasty Pig has carried bondage harnesses and straps,[6] as well as rubber jockstraps and bedding.[7] The company has also sold silk woven neckties displaying the brand's logo "intricately hidden within the weave of the material".[1]

Out's Stacy Lambe has described the brand's aesthetic as "a refined combo of punk attitude, street graffiti, and high-tech materials".[3] Michael Kleinmann of The Underwear Expert has called Nasty Pig a "masculine sportswear line with an unabashed fetish edge" and "a connection to a raunchy, sexual subculture of some kind".[8] ChicagoPride.com's Ross Forman has described Nasty Pig as "the ultimate edgy clothing brand for the masculine, sexually self-assured male consumers", with "bold stripes and loud colors".[1] The brand's motto is "fun clothing that gets you laid".[5][9]

History

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We started Nasty Pig because we wanted to create a culture brand that would allow queer people to express their queer identity. In the early nineties so much of our community was defined by the AIDS crisis in one way or another. We wanted to offer something that celebrated our uniqueness as a people.

David Lauterstein, Nasty Pig's co-founder and CEO

Nasty Pig Incorporated was formed on October 31, 1994, by partners Frederick Kearney and David Lauterstein,[1] who continue to serve as creative director and chief executive officer, respectively.[3] The couple met in New York City in 1993 and began selling "re:vision goggles" with refractive lenses to the Club Kids. Profits allowed Kearney and Lauterstein to start sewing and selling clothing from their West 23rd Street apartment.[1][10] Nasty Pig, named after their dog Piggy, was created in response to stigmas caused by the HIV/AIDS epidemic.[8][11] According to Lauterstein, the brand was influenced by New York City's hip hop culture and sports, including baseball, basketball, CrossFit, football, mixed martial arts, and weightlifting.[12]

The couple's first "closet-sized" 72-square-foot store, called 're:vision', sold Nasty Pig T-shirts, rubber chaps and superhero sleeveless shirts, and vinyl pants, among other products.[1][13] Nasty Pigs' first retail clients were the Leatherman and Mr. S in New York City and San Francisco, respectively. The brand grew nationally after being heavily featured at Chicago's International Mr. Leather, an annual fetish and leather conference and contest. According to ChicagoPride.com's Ross Forman, "Nasty Pig gained notoriety for its line of machine-washable Nasty Pig Rubber, highlighted by Nasty Pig Playsheets, and has seemingly gone wild from there. Nasty Pig quickly became the brand-of-choice for the young, fetish scene in New York – and spread worldwide from there."[1] Nasty Pig became "the first sportswear company in their industry to sell branded jockstraps", and the brand's jeans line (NP Jean) became a "best-selling stretch denim style".[1]

Interior of the flagship store, 2020

Nasty Pig ranked number 3,060 the Inc. 5000, Inc.'s list of the fastest growing U.S. companies, in 2013.[3][14] The company's 2013 "video lookbook" featured Juliana Huxtable and several "gay nightlife personalities".[15] Nasty Pig relocated to a larger flagship store on West 19th Street in Chelsea, Manhattan in 2014.[3][16][17] In 2015, the company's 30-second "Give/Receive" advertisement was considered "too hot for TV" by Time Warner Cable executives. The commercial was scheduled to air on the Cartoon Network, Lifetime, Logo TV, and TBS, but was pulled after four runs on Logo in New York markets.[18] Nasty Pig also advertised during American Horror Story: Freak Show in Los Angeles and New York,[19] before launching its first national advertising campaign in 2015 during RuPaul's Drag Race.[1][20][21]

The brand's products have been worn by James Franco, Lady Gaga, and Madonna.[1] Nasty Pig and Versace outfitted Olly Alexander for his 2018 Paper magazine photo shoot.[22] PinkNews,[23] In 2020, Queerty and Slate praised Lauterstein for his advice for navigating the COVID-19 pandemic.[4][24] He also helped the New York City Department of Health and Mental Hygiene update its 'Safer Sex and COVID-19' guidelines with more specific recommendations for dating and sex during the pandemic.[25] Lauterstein was included in Crain's New York Business' 2020 list of "notable LGBTQ leaders and executives".[26]

Activism and impact

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In 2013, Nasty Pig launched Shred of Hope, an auction of celebrity-designed "shredder" T-shirts benefitting New York City's Ali Forney Center, the largest LGBT community center in the U.S. Participants included Dustin Lance Black, Keith Boykin, Andy Cohen, Alan Cumming, Isis King, Adam Lambert, Bob Mould, Njena Reddd Foxxx, Mike Ruiz, JD Samson, Dan Savage, Jake Shears, Ally Sheedy, and Michael Stipe.[27]

According to The Advocate, Nasty Pig grew "from a $50 investment to a global name in apparel — one that has had its own indelible role in influencing the worlds of kink, fetish, queer, and even high fashion".[10] The magazine has described the brand as a "trailblazing menswear label".[27] Ross Forman of ChicagoPride.com wrote, "[Kearney and Lauterstein] developed the first gay culture brand, and Nasty Pig hasn't just survived over the years, it has thrived."[1] According to Out, Nasty Pig was among the first companies to "champion hairy, bearded models in its marketing materials, contradicting the era's" male beauty standards.[5]

See also

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References

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  1. ^ a b c d e f g h i j k Forman, Ross (May 25, 2017). "Nasty Pig celebrates 23 years as a trendsetting, mega-popular diverse, risque brand". ChicagoPride.com. Archived from the original on February 10, 2020. Retrieved March 27, 2020.
  2. ^ Jennings, Rebecca (February 14, 2019). "Why harnesses are all over red carpets right now". Vox. Vox Media. Archived from the original on April 4, 2020. Retrieved March 26, 2020.
  3. ^ a b c d e Lambe, Stacy (February 18, 2014). "Nasty Pig Marks Its Territory in New York City". Out. Archived from the original on June 21, 2020. Retrieved March 25, 2020.
  4. ^ a b Hudson, David (March 17, 2020). "Fetish fashion brand CEO offers the words of comfort we need right now". Queerty. Archived from the original on March 17, 2020. Retrieved March 25, 2020.
  5. ^ a b c Glass, Joshua (February 28, 2017). "Wishful Kinking: Normalizing Queer Fetishwear Risks Making BDSM Irrelevant". Out. Archived from the original on June 20, 2020. Retrieved March 27, 2020.
  6. ^ Musto, Michael (December 22, 2015). "Gay Leather Scene Tones Down From Hard-Core to Dress-Up". The New York Times. Archived from the original on June 20, 2020. Retrieved March 27, 2020.
  7. ^ Zane, Zachary (November 28, 2018). "8 Erotic Holiday Gift Ideas for Your Man". Out. Archived from the original on June 21, 2020. Retrieved March 27, 2020.
  8. ^ a b Kleinmann, Michael (May 11, 2012). "Nasty Pig: Keeping It Nasty Since 1994". HuffPost. Archived from the original on June 21, 2020. Retrieved March 25, 2010.
  9. ^ Doyle, Matt; Steele, Ryan (February 14, 2014). "10 Valentine's Gifts to Get You in the Mood". Out. Archived from the original on June 21, 2020. Retrieved March 27, 2020.
  10. ^ a b Reynolds, Daniel (October 4, 2019). "Nasty Pig Turns 25: A Timeline of the Fashion Brand's Queer Evolution". The Advocate. Archived from the original on June 20, 2020. Retrieved March 25, 2020.
  11. ^ Lauterstein, David (October 4, 2019). "How the AIDS Crisis Led to the Launch of Nasty Pig 25 Years Ago". The Advocate. Archived from the original on June 20, 2020. Retrieved March 25, 2020.
  12. ^ Miksche, Mike (July 3, 2017). "Is Sports Gear the Next Big Fetish?". NewNowNext.com. Logo TV. Archived from the original on June 21, 2020. Retrieved March 27, 2020.
  13. ^ Wallis, R. Scott (January 19, 2012). "Listen: Meet David Lauterstein, The Hot, Hot Man Behind Nasty Pig Gear". Queerty. Archived from the original on June 19, 2020. Retrieved March 27, 2020.
  14. ^ "Nasty Pig". Inc. Archived from the original on June 21, 2020. Retrieved March 25, 2020.
  15. ^ Kessler, Max (May 16, 2013). "Nasty Pig's New Video Lookbook Stars Every Gay Nightlife Personality You Can Think Of". Paper. Archived from the original on September 27, 2020. Retrieved March 25, 2020.
  16. ^ "Scenes from the Grand Opening of Nasty Pig's New Boutique". Paper. March 13, 2014. Archived from the original on June 22, 2020. Retrieved March 26, 2020.
  17. ^ Keyes, James Jeffrey (February 18, 2014). "Photos: The New Nasty Pig Opens in NYC". Queerty. Archived from the original on June 20, 2020. Retrieved March 27, 2020.
  18. ^ Brydum, Sunnivie (December 14, 2014). "Watch: The NastyPig Ad Time Warner Didn't Want You to See". The Advocate. Archived from the original on June 22, 2020. Retrieved March 27, 2020.
  19. ^ Juzwiak, Rich (December 12, 2014). "What's Time Warner Cable's Problem With This Gay Underwear Commercial?". Gawker. Archived from the original on October 4, 2019. Retrieved March 28, 2020.
  20. ^ Rushe, Dominic; Moylan, Brian (May 12, 2015). "RuPaul's Drag Race recap: season seven, episode 11 – Hello, Kitty Girls!". The Guardian. Archived from the original on March 22, 2020. Retrieved March 28, 2020.
  21. ^ Shea, Ryan (April 18, 2016). "Nasty Pig Unveils Sexy S&S Collection in Chelsea". Manhattan Digest. Archived from the original on June 20, 2020. Retrieved March 28, 2020.
  22. ^ Murrian, Samuel R. (July 14, 2018). "Let's Talk About Olly Alexander and His Sexy, Button-Pushing New Photos". Instinct. Retrieved March 27, 2020.
  23. ^ Milton, Josh (March 16, 2020). "Fetish gear boss' advice for the coronavirus outbreak is more informative and inspiring than what we've heard from Donald Trump". PinkNews. Archived from the original on March 17, 2020. Retrieved March 25, 2020.
  24. ^ Schwedel, Heather (March 21, 2020). "The Best, Worst, and Weirdest of the Random Coronavirus Emails We're All Getting From Brands". Slate. Archived from the original on March 24, 2020. Retrieved March 25, 2020.
  25. ^ Parker-Pope, Tara (June 11, 2020). "Masks, No Kissing and 'a Little Kinky': Dating and Sex in a Pandemic". The New York Times. Archived from the original on June 19, 2020. Retrieved June 18, 2020.
  26. ^ "Notable LGBTQ Leaders and Executives: David Lauterstein Founder and CEO, Nasty Pig". Crain's New York Business. Crain Communications. 2020. Archived from the original on June 21, 2020. Retrieved June 18, 2020.
  27. ^ a b "Give Homeless LGBT Youth a 'Shred of Hope'". The Advocate. June 20, 2013. Archived from the original on June 21, 2020. Retrieved March 27, 2020.
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