California Muscle, Inc., is a clothing company that sells men's underwear and swimwear. The company received some exposure in the media when its underwear was featured on the Showtime show, Queer as Folk, and when one of its models, Evan Marriott, was selected as Joe Millionaire on the Fox TV show of the same name.
History
Based in Los Angeles, California, California Muscle, Inc., was started in 1985 and originally sold workout wear to bodybuilders at Venice Beach. Like International Male, their mail order catalog features large, muscular models and the company is quite popular with the gay subculture. Their shift in clientele pushed their clothing designs in the direction of fetish wear with faux leather clothes and underwear and swimwear that include male enhancing features.
External links
- California Muscle official site
- The Smoking Gun article that broke the story on Joe Millionaire modeling for California Muscle
- Entertainment Weekly article mentioning California Muscle and Joe Millionaire
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