Location: Vancouver, Canada
Style: Ginch Gonch are designers of directional and radical men's underwear.
Story: Ginch Gonch is a Canadian underwear company, based in Vancouver, created in 2004 by Jason Sutherland and Max Feldman. The title of the company comes from the Canadian slang words for underwear (or, sometimes, knickers) "ginch" and "gonch". Originally a men's underwear company, they expanded early in their history with women's wear as well. Many fashion companies create short-term or "one-off" runs of some of their clothing lines. Ginch Gonch is notable as a company for repositioning this idea as their main form of organization. Each of their underwear collections is progressively numbered, and only a finite amount of each design is made. Once a pattern or collection of briefs is sold out, under normal circumstances it will not be reintroduced.
Highlights: Ginch Gonch is incredibly popular in Canada and abroad and unsurprisingly receives an enormous amount of international media and internet attention and the following are just a small selection: The New York Times, Maxim, CBC.CA, Metro Canada, WWD, Out tv, El Pais, Sur in English, NOW Online Edition, AOL, The Canadian Press, Chronicle Herald Living, Canoe.ca, Fashion Television and the National Post.
