I have a great story I'd love to share with you, about someone who decided to declare a failure, so that he can create success in a way that allowed him to be true to himself andthe public he serves. His name is Michael Stoney. Michael launched dug (down under gear), a male intimate apparel line in 2004, with multi-million dollar backers who took ownership of his brand, sold it in Macy's and placed it in movies from Soul Food to Biker Boyz, to Toni Braxton videos. Unhappy with the directions his investors pressured him to pursue and the box they made him fit into, under their existing business structure, Michael agreed to shelf his brand and start over his way. He spent the next couple years courting designers and interviewing heads of other successful companies who could potentially help him build his brand from the ground up. He bought his brand, dug (down under gear) back from its multi-million dollar owner, partnered with an American manufacturer in North Carolina, built a team of like-minded entrepreneurs to head up the various aspects of the business, secured investors, and with a relentless desire to launch his brand of men's intimate apparel, getting men dressed from down under, inspiring them to dig deep for great causes and support apparel Constructed in America, Michael released dug this past fall, 2010. Starting with an exclusive online store, www.duglife.com where he features everyday men and fathers diggin' deep with their real life children, as the first set of male models, he shows that he's truly here to help men of all walks of life.
We're use to men's under wear advertised on men with six packs and big bulges in your face. While that's all well and good for a woman's eye, Michael wanted to do something different and market in a way that speaks to men as well as women who admire men with a higher purpose; Men of all shapes and sizes who appreciate comfort. Have you ever realized you were missing the detail after putting on a pair of glasses or looking through a magnifying glass? Michael knew that men would realize the luxury of comfort, and confidence they'd exude, when wearing matching dug lounge and under gear or more intimately termed "His Secret". He's giving sight to men and inspiring them to pick up a shovel, wear it on their hip and chest while diggin' deeper for whatever drives their passions, whether it be kids, work, a wife, family, military, helping others, etc. To also show his strong drive to stay true to his own passions, Michael took on the extra cost of having all of his core line made in America. This 40 something, young man is making it happen, and getting men dressed comfortably, starting with what he wears closest to his heart and skin, and he's doing it successfully, one body at a time.