Babygod

Babygod are a new British men's clothing company who create clothing from organic cotton that comes from fairly-traded sources.

Now that sounds like it has all the potential to be dull and worthy, but their underwear is cleanly styled, very contemporary and rather sexy, and although their website gives little away (even their clothing range), they seem to be using a delightful amount of bearish models...

I'm sure you'll be seeing some hairy baby god wearing Babygod in a club near you soon...