Stud Underwear: Wear It Proud

STUD, the dynamic sports brand created for today’s active man, celebrates the optimism, energy and innocence of youth in its new summer collection, “Of Uth and Brothers”. Produced in a striking color palette of blues, reds, purple and yellow and featuring bold messages such as “Wear It Proud” and “Made with Pride”, the follow up to last season’s popular “Winner Takes All” line continues the brand’s spirited interpretation of the modern athlete. “Of Uth and Brothers” by STUD is available at select retailers and online at LAJock.com now. 

“This is our most personal collection to date,” reveals designer Voon Lai, who acknowledges he and co-designer Jonathan Cheng encountered turbulence while designing “Of Uth and Brothers” last year. “The conditions in Malaysia were stifling,” he recalls. “We were producing fashions that many in our conservative Muslim country considered obscene.  The backlash we received was unnerving at times.”

On two occasions, the STUD website was hacked by Muslim fanatics from Indonesia.  “We felt ourselves succumbing to the pressure and creating safer, less-provocative gear, all in effort to avoid creating a stir.  But by yielding to the conservative ideal, we realized we were losing the original vision for our brand.”

The pair decided a bold move was needed. They would release all fears and go full throttle with their summer collection. “We channeled the bravery we had as youth when we felt invincible and that we could do anything we put our mind to.”

They experimented with new cuts, fabrication, prints and styles. They designed unique sporty waistbands and teamed them with fresh, sharp color patterns.

“And we relied heavily on one another for support,” adds Lai.  “We are lucky to not be alone in this venture.  I consider Jonathan a brother, hence the addition of brothers in the title of the summer collection.”

Voon Lai and Jonathan Cheng met through friends in 2006. They became fast friends when they learned they shared a mutual interest in fashion design. Together, they worked various positions in women’s wear, graphic design, architecture and interiors but both felt a calling to do something out of the norm.  They founded Stud in 2009 as a lifestyle sports brand that celebrated diversity and individuality and filled a niche between the bland big brands and the overtly sexual smaller labels.  “We saw potential in offering exuberant and energetic gear with a commercial appeal,” explains Lai.

“STUD is more than just a garment,” he continues. “STUD defines who we are, what we feel and how we express ourselves. We’re feeling extremely positive and energetic this summer, like children who are ready to conquer the world.  And it reflects in our new collection.”

To view the entire “Of Uth and Brothers” by STUD collection, visit StudMeUp.com.