Why Has Car Brand Opel Created a Male Underwear Line?

'Ride Comfortably' Will Make You Buy a Station Wagon (Maybe)

By Alexandra Jardine. Published on Sep 14, 2016

Editor's Pick

Opel, the General Motors-owned car brand, has launched a brand of men's underwear in Denmark, called "Ride Comfortably." The question is, why? And the answer is more complicated than you might think.

Opel and its agency, Copenhagen-based Uncle Grey, is claiming that Danish men are experiencing low levels of testosterone (which could be linked to tight undies) and therefore, they're more inclined to rush out and buy a sports car to compensate, rather than choosing one of its sensible station wagons like the Astra Sports Tourer.

According to the press release, "Every day, Opel's own car distributors are experiencing how the modern man's ritual of transitioning into adulthood is in fact happening when he purchases his first station wagon. This decision demands a lot from the man and his confidence -- as both a breadwinner, father, and swashbuckler-friend."

So -- put on some comfortable underwear, like that from the Ride Comfortably range, and men will feel masculine enough to make a mature choice. See, bad undergarment choices are not just about feeling humiliated, as per Tommy John's ads -- they could also affect the car you drive.

The testosterone-friendly underwear is available free at while stocks last (but hurry, looks like they only have XL left.)

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Sep 14, 2016
Uncle Grey
Laerke Herthoni
The Workers
Media Agency:
Think PR

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