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50 Cent: 'My underwear is for when men get lucky!'

Published 22/11/2016

50 Cent
50 Cent

50 Cent wants his new Frigo Crown underwear line to make a statement and make men feel confident.

50 Cent recommends men wear his new underwear when they're hopeful of getting some “action”.

The Candy Shop rapper signed a whopping $78 million (£62 million) deal with brand Frigo at the end of 2014 and unveiled his Frigo Crown collection last summer (15). Now he’s set to release new offerings just in time for the holidays, unveiling a pair of boxer-briefs retailing at $150 (£120) and a T-shirt at the same price.

Sharing his tips on when to wear the smalls, 50 - real name Curtis Jackson - told People: “Wear them when you know some action is going to take place. Hopefully you’ll put them on and take them off shortly thereafter!”

But when there’s no special occasion to dress up for the musician has a backup plan. “A lot of times I stick to what my grandparents would say: ‘Wear white underwear; (because) it will tell you when it’s time to be changed," he added, sharing some sage advice.

50’s aim was to evolve men’s underwear rather than just sticking three into a pack like most labels do. He worked closely with Frigo to ensure the right material was used, picking a fabric with moisture-wicking properties to keep things fresh. There’s also customised pouches on the boxers, ensuring a personal touch.

The finished look was an important aspect for 50 too, with him picking a navy blue backdrop covered in prints of black lions wearing crowns for both the boxer-briefs and top. Meanwhile the white logo sits on the waistband of the underwear.

“It makes a statement,” he noted. “So we went through different designs until I was like, ‘This is what looks best.’”

Frigo Crown is available at Neiman Marcus stores. Frigo’s founder, Mathias Ingvarsson, previously gushed about 50’s involvement with the brand, telling WWD: “50 is a dream partner for Frigo, and we couldn’t be happier that he is designing his own line. He is amazingly creative and his attention to detail is immaculate, which will be transparent in his collection.”

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