This apparel brand got people to strip naked and try its new underwear

Pair of Thieves’ vulnerability experiment was directed by Ivan Cash

Published On
Jan 24, 2023

Editor's Pick

A short film from apparel brand Pair of Thieves sees New Yorkers taking part in an underwear “feel test.”

In the film, the brand conducted interviews with 10 New Yorkers, who undressed on camera and tried on Pair of Thieves underwear for the first time. The participants shared their feelings on the underwear and were asked if they had ever taken a feel test before. The three-minute video ends with the tagline “Feels Really Unreal.”

“Not only are we super confident about the first impression of our product, but we’re genuinely excited by peoples’ honest reaction to something we crafted,” said Alan Stuart, founder and executive creative director of Pair of Thieves. “Ivan’s approach was a risk we were happy to take, and seeing the final film made us happy that we did.”

Founded in 2014, Pair of Thieves, which can be found at major retailers like Target and Walmart specializes in socks, underwear and lounge wear.

Production company Cash Studios partnered with the apparel brand Pair of Thieves to develop the creative. Cash Studios founder Ivan Cash, who has worked with brands such as Uber, Airbnb and Toyota, directed the spot. The participants were paid $400 each for the two-hour experiment.

The video will run across TikTok, Instagram, Facebook, YouTube and Twitter.


Jan 24, 2023
Client :
Pair of Thieves
Production Company :
Cash Studios
Executive Creative Director :
Alan Stuart
Project Manager :
Yolanda Lopez
SVP Marketing :
Arnaud Kerviche
Publicist :
Paulette Kim
Production Company :
Cash Studios
Director :
Ivan Cash
Producer :
Bren Haragan
Director of Photography :
Peter Pascucci
Editor :
Blake Bogosian
Music Composer :
Lee Falco
Colorist :
Alexia Salingaros
Associate Producer :
Jennie Butler
Intimacy Coordinator :
Bahar Baharloo
Assistant Director :
Nicholas Sossi Romano
Sound Design & Mix :
Pete Kneser
Assistant Editor :
Evan Mueller
Gaffer :
Ace Buckley
Key Grip :
Matt Foundoulis
B Cam Op & Media Manager :
Fernando Osario
Make Up and Hair Stylist :
El Ganz
Location Sound Mixer :
Genna Edwards
1st Assistant Camera :
Mika Hawley
VFX Producer :
Gordan Wittmann
Motion Graphic Designer :
Ben Kopman
Production Assistant :
Manvir Singh
Production Assistant :
Tina Del Pino
Production Assistant :
Niko Devera
Thanks to :
Thanks to :
Marmoset Music
Thanks to :
Yehuda Duenyas

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