The all-male social network/dating app Grindr, founded in 2009, has been fervently embraced by the fashion industry, leading to several interesting partnerships. Not only did it host the exclusive live-stream of J.W. Anderson's fall 2016 show during London Collections: Men this past January, it's also held giveaways with prizes from Baja East, Illesteva and Re/Done and co-hosted a Pride party with Visionaire. And Paper magazine even used the app to cast a very NSFW editorial (shot by Steven Klein) in its "Sexy" issue in June.
Now, Grindr is fully flexing its fashion muscle and breaking out into the world of retail. On Friday, the app announced its first full line of menswear, called The Varsity Collection, which will be sold on Grindrstore.com beginning on Monday, Aug. 15. The 29-piece collection ranges in price from $25 to $130 and was created in collaboration with Print All Over Me printing studio. It has a strong athleisure slant, including windbreakers, swim trunks, track pants, mesh tops, sweatshirts and more. And this sporty vibe is not solely for aesthetic purposes: proceeds from the collection will benefit Athlete Ally's Principle 6 campaign — a non-profit that aims to end homophobia and transphobia in the sports community.
"As we keep evolving, we are looking for ways to combine things people enjoy with ways to help the community globally," said Landis Smithers, creative director of Grindr, in a statement. "The collection feels sexy, cheeky, fun, but in the end, all profits are going to an amazing group that helps athletes with the issues the gay community faces all around the world."
You can browse the full campaign — starring very handsome men with very impressive abs — in the gallery below.