Noah Beck is no stranger to, well, wearing as little clothing as possible for his 33 million followers on his TikTok page. His many shirtless videos have certainly helped propel him to internet-heartthrob status. His skillful thirst-trap content is what inspired his brand-new fashion project, however—a genderless undergarments label. “It’s no secret that the top of my underwear waistband shows in a lot of my content,” Beck tells Vogue. “It came to a point where I was like, Why don’t I stop being a walking Calvin Klein billboard and wear something that I own?’”
On Tuesday, June 6, Beck will launch the new brand—titled Iphis—with three underwear styles: a brief, a boxer brief, and a thong. All three styles—designed “for everybody,” according to the brand—come in various colorways and three different waistbands: the Icon, Heritage, and Classic. (They all feature different logo work.) Prices range from $18 to $22, and the sizes range from a 23 waist to 38 waist. Beck partnered with the New York–based company Real Underwear to produce all the styles.
The concept of Beck launching his own fashion brand is no surprise, given he’s had his feet well planted in the fashion world lately. (He’s become a front-row fixture during fashion month, for one.) But zeroing in on a genderless undergarments label was a no-brainer for Beck, given it’s a focused niche that’s on the rise in fashion. Brands such as Leak NYC, Boy Smells, and Pyramid Seven have been revolutionizing intimates and producing styles that can be worn by a variety of body types, and it’s something that Beck finds inspiring and wants to see more of. “There really hasn’t been a whole lot of gender-neutral undergarments because it is a tricky space,” says Beck. “It comes with its complications, so we had many fittings where models came in and tried [products] on. They gave great feedback, and that [resulted in] adding a little extra material in some places.”
Genderless approaches have become more common in fashion. More and more labels are eschewing separate men’s and women’s runway shows and presenting collections that blend the two. Beck says he definitely takes this de-gendered approach to fashion when he’s getting dressed and says it can be applied to one’s underlayers too. “I’ve always been a person who [believes] clothing has no gender: It just feels good, wear it,” Beck says. “What we’re trying to do is foster a community that just encourages people to be themselves and wear whatever they want. When you put it on, I want people to have this new confidence.”
For now, the brand is set to launch with undergarments, with more styles on the way, but Beck has his sights set on expanding down the line as well. “I’m really looking to build this out,” he says. “We’re starting with undergarments, but eventually I want to branch out and see where else we can take this—maybe try loungewear next.” Beck wants fans to know he’s totally committed to the vision. “I don’t want this to feel like merch at all,” Beck says. “We want to be a brand that people buy because they like the product and the community we built. I don’t want them to even realize that I’m the one behind it.”
