A Arises, a recently launched underwear brand, has been successful on social media by showing that it believes in the diversity of male body types – and that they are all beautiful, each in their own way.
Both in official advertising and by sharing user photos on Instagram, the UK brand wants to tell men that it's not worth giving in to aesthetic pressures.
Surge was founded by model and TV personality Austin Armacost and is out of concern for men's health. In a statement, the brand is concerned about the 70% increase in the number of men who reported, in a survey by the UK public health system, that they had already ended up in hospital because of eating disorders in the last six years.
See below some examples of how male beauty goes far beyond six-pack abs.
