Want a little 'Piss & Vinegar' in your underwear drawer?

New York, NY: Jason Sutherland, the man who helped launch the fun-derwear industry with Ginch Gonch, the unapologetically sassy underwear and lounge-wear company, announced today that he has created a new brand of provocative gear. In its campaign tag line, Piss & Vinegar playfully asks guys “do you think you have enough?” It’s a double meaning referring to both their target consumers’ gumption and their ability to fill their briefs. It’s also a clear indication that though Sutherland may have left his bratty baby behind – he founded Ginch Gonch in 2003 - the spirited candor he used to propel his original brand to prominence, remains.

Piss & Vinegar is, however, more grown-up than Sutherland’s past creations. There is underlying message in the line; one that encourages guys to appreciate what life has to offer and work hard to live life to its fullest potential. In other words: “grab life by the balls”. Piss & Vinegar will be available in major department stores, select independent retailers and is available now online at www.PissVinegar.com.

Made from a breathable, body-conforming stretch fabric (94% Su Pima cotton/6% Lycra), the first collections in the Piss & Vinegar collection will be the “I Love…” line including the controversial ‘I Love Jesus’ and ‘I Love Buddha’ briefs. Designs are available in a brief, boxer brief, low rise brief, and jock strap. All feature the signature 1 1/4 inch microfiber elastic logo waistband with the stylishly bold scripted logo.

“We chose to introduce the ‘I Love…’ with Jesus and Buddha because whether you subscribe to their doctrines or not, there is no denying that each man became an icon by living his life to the fullest and living it from the heart,” explained Mr. Sutherland at this morning’s announcement.

“The other men’s briefs we are introducing in Piss & Vinegar’s ‘I Love’ collection are the ‘I Love Boys’ and ‘I Love Girls’ briefs,” continued Sutherland. “When living life with Piss & Vinegar, it doesn’t matter who you love, only that you love with everything you’ve got.”

Piss & Vinegar – the title of the brand comes from the British slang for living young at heart – is designed for the bold guy who believes that the way to enact change is to break through cultural and conditioned stereotypes.

“Our underwear literally grabs guys by their balls,” concluded Sutherland. “We want to remind men to grab life by its balls and to live each day like it is their last – because it just might be.”

Piss & Vinegar aims to become the newest leader in the world’s underwear market. Born out of a vision to re-energize an underwear market that has become overcrowded with clones of Sutherland’s past brands, Piss & Vinegar designs are outrageously fun, sexual, but most important in today’s turbulent times: conscientious and thought provoking.