C-IN2 (stylized as C-IN², pronounced: "see in 2") is an American men's underwear brand founded and headed by Gregory Sovell.^[1] In recent years, it has become a leader in the industry, competing against Sovell's own 2(x)ist brand which he founded in 1991 and left in 2005.

History[link]

The brand was launched in 2005 by Greg Sovell and co-founded with Jason Zambuto.^[1] Sovell had left his own 2(x)ist brand that same year (which he established back in 1991) because of creative differences. Since its inception, C-IN2 has introduced breakthrough "technologies" in its underwear designs.^[1] Its pioneering designs have made it a successful niche in the fashion industry which it continues to expand.

In 2010, the C-IN2 brand was acquired by a new entity, C-IN2 Clothing Company, Inc., based in Montreal, Canada. Gregory Sovell continues to be the Creative Director for the brand in a new studio in New York City. This new venture will allow the C-IN2 brand to expand into new categories and product lines.

Marketing and brand image[link]

The brand holds an "individual and modern" brand image.^[1] Its most known marketing campaign is "the prison shot with the inmates standing against the prison wall with their clothes down, hands behind their backs and in C-in2 underwear".^[1] It was widely circulated, also advertising in Sydney and Melbourne, was shot by Steven Klein.^[1]

Viral marketing is also employed.^[1]

Products[link]

This section requires expansion with: examples and additional citations.

Among the design techniques is the Trophy Shelf Technology.^[1] And the Bamboo line is among C-IN2's most successful designs.^[1]

References[link]

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Steven Klein (born on April 30, 1965) is an American photographer based in New York.

History[link]

After studying painting at the Rhode Island School of Design, he moved into the field of photography. Klein shot high-profile advertising campaigns for various clients including Calvin Klein, D&G, Alexander McQueen and Nike and is a regular contributor to magazines including American and Paris Vogue, i-D, Numéro, W and Arena.^[1] His work has featured in numerous exhibitions, most recently at the Gagosian Gallery, California and the Brancolini Grimaldi Gallery in Florence. Klein is well known for his W Magazine editorials with Madonna,^[2] Tom Ford,^[3] Brad Pitt^[4] and numerous others. He often works with Lighting Director David Devlin. Klein is represented by Todd Shemarya Artists for photography and Station Film for commercials. He shot the promotional pictures -including the album cover- of Britney Spears' third studio album, Britney, and recently directed the music video for Lady Gaga's single, "Alejandro."

X-STaTIC PRO=CeSS[link]

In 2003, Klein collaborated with Madonna, creating an exhibition installation named X-STaTIC PRO=CeSS. It included photography from the photoshoot in W Magazine and seven video segments. The installation ran from March 28 to May 3, 2003 in New York gallery, Deitch Projects, it then travelled the world in an edited form.^[5]

The title of the exhibition comes from a song called "X-Static Process" on Madonna's 2003 album American Life.

A coffee table book was also released to accompany the exhibition which retailed for $350 and limited to 1000 copies. The book was designed by Giovanni Bianco and was hand-bound and printed in Italy on customized paper with brushed cotton paper slipcase.

Madonna later used video from the exhibition in her 2004 Re-Invention World Tour during the performances of "The Beast Within" and "Vogue". Madonna has become a frequent collaborator with Klein, having used his photography on the albums Confessions on a Dance Floor and Hard Candy. He has also contributed videos to her 2006 Confessions Tour and various magazine photo shoots.

Music videos[link]

Concert backdrop videos[link]

• Madonna — "The Beast Within" (2004, Re-Invention World Tour)
• Madonna — "Vogue" (2004, Re-Invention World Tour)
• Madonna — "Future Lovers"/"I Feel Love" (2006, Confessions Tour)
• Madonna — "Get Together" (2006, Confessions Tour)
• Madonna — "Music Inferno" (2006, Confessions Tour)
• Madonna — "Human Nature" (2008–2009, Sticky & Sweet Tour)
• Madonna — "Get Stupid" (2008–2009, Sticky & Sweet Tour)

Video clips[link]

• Lady Gaga — "Alejandro" (2010)

Commercials[link]

• Lady Gaga — Expensive Hooker (Parfum) (2012) @SJAG860328

References[link]

External links[link]

• Official site
• New York Magazine article
• Station Film
• Art for sale