Colton Underwood is “setting a new standard.”
The former Bachelor lead and Coming Out Colton star has been featured in a new underwear video ad for Subset, which he also directed! As a brand, Subset is known for its sustainable innerwear.
This new video was shared on Instagram by Underwood and Subset. The caption reads:
“From commando to connoisseur. I set out to find the best innerwear… and I found it. Introducing: Subset — organic cotton, non-toxic materials and they are committed to making our planet better. Sounds like a win, win, win to me. #SetYourNewStandard.”
This new Subset ad was directed by the Bachelor star himself, while it was shot and edited by Ryan Nordin. Underwood wears two main pieces throughout the video: the organic cotton men’s boxer in meridian color and the organic cotton men’s boxer brief in garnet color. Each of them sells for $30 on the company’s official website.
Earlier this week, Underwood attended the Human Rights Campaign’s 2024 Los Angeles Dinner fundraising event and spoke to Out on the red carpet. “People had a lot of opinions and thoughts on my own coming-out journey,” he said. “Coming-out journeys aren’t always clean and pretty. There’s a lot of ups and downs. [But] I felt love and support, and that’s the most important thing.”
Underwood seems to be entering a new era in his public life and career while embracing a side of himself that we hadn’t seen before. Props to you, mama!