Cannes Lions

MEN'S UNDERWEAR

THE CAMPAIGN PALACE, Sydney / BONDS / 2010

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As the popularity of wearing ‘boxers to be seen’ hit its height among young guys, Bonds also witnessed another burgeoning trend on the streets of Australia - a direct, and sometimes extreme, correlation between the age of the man and the height of his waistband. At the two ends of the spectrum each guy has his reasons, and finds the other utterly ridiculous. Bonds celebrates this age-old misunderstanding between the generations and acknowledges as much as things change, they remain the same.

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