Calvin Klein (fashion house)

Tom Hintnaus underwear billboard, 1982 The ad that made men's briefs something to look at. Calvin Klein hired Bruce Weber for a $500,000 campaign, and Tom Hintnaus, photographed in white briefs, went up on a Times Square billboard. It treated the male body the way fashion had long treated women's, as the thing being sold, and turned an everyday basic into a designer label item. Nearly every men's underwear ad since, Calvin Klein's own included, borrows its sun-bleached, heroic look.