Is Beefcake Back in Underwear?

By Published on .

Remember when Mark Wahlberg was best known as "Marky Mark", singing about Good Vibrations and gyrating in his baggy jeans? It was about that same time, in 1992, that Calvin Klein decided he'd be the perfect guy to model underwear in a black-and-white Herb Ritts campaign that was seemingly plastered on every billboard and ran in every fashion magazine.

That was 20 years ago.

Now, that Calvin Klein era is having a bit of a resurgence, as stars once again show off their abs and take off their clothes in the name of underwear advertising.

David Beckham, who once upon a time modeled underwear for Armani, certainly made his mark last month in his Super Bowl spot for his new line of H&M underwear. Tim Tebow stars in ads for Jockey and is a bit more conservative than the footballer, but he still has at least one ad in which he wears nothing but boxer briefs.

The latest is Mario Lopez--better known as AC Slater from Saved By the Bell--who has his own brand of underwear now. It's called Rated M and is being sold on the site, which sells a 100 different underwear brands online and says half of its customers are men.

We can't help but wonder what's behind all this gratuitious ab-flexing and which star is going to be next in line.

One who won't? The famous Naked Cowboy of Times Square, who recently sued CBS's "The Bold and the Beautiful" claiming that they ripped off his act, but a U.S. district court judge threw out his case. "The Naked Cowboy will vigorously fight any attempt from any person or entity to profit from his brand and destroy its integrity," his lawyer has vowed.

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