2EROS’ TEN YEAR ANNIVERSARY.
Designer, Jason Hoeung celebrates the 10th anniversary of his brand, 2Eros.
IF YOU’VE ever bought swimwear online you’re familiar with the subsequent onslaught of Google and Facebook ads for brands you’ve never heard of. Most are here today and gone tomorrow.
Not so Jason Hoeung’s iconic Aussie brand, 2Eros. It’s now ten years since he launched his sexy range of lowcut swimwear for men and, to mark the anniversary, Jason and 2Eros made their debut at LA Fashion Week.
“I was full of adrenaline and excitement,” says Jason. “My face was sore from smiling!”
Jason’s catwalk models showcased the defining pieces of the brand’s first decade, kicking off with the Icon and Pro Swim collections, through to the V10 range – the latest, most refined cut of brief. The show spot-lit Jason’s original prints, most notably the Australiana collection.
Back in 2008, Jason identified a gap in the market. “Swimwear was either performance-based or the chunkier trunk style,” he says. His aim was to create low-cut men’s swim briefs that revealed more, were form fitted, flattering, and designed with fabrics and prints that projected a sexy confidence. That mantra is reflected in the brand’s name: 2Eros being a reference to Eros, the Greek god of sexuality and physical attraction.
Originally operating from Jason’s one-bedroom apartment in Sydney, he’d package and send out items during his lunch breaks, while working full-time as a graphic designer. Today, 2Eros is sold all over the world, including in Isetan department stores in Singapore, and Zen in Thailand, and is a fixture on underwear subscription sites.
It’s Jason’s original prints, he believes, that have been an essential part of keeping 2Eros current over the years. The prints are original, typically an artful display of colour and imagery, tactfully accentuating certain areas of the body. Many, like the Bombay, Morocco and Waikiki ranges are inspired by his travels. Another unique design feature is the infinity logo, often looping over the butt of each piece.
But the 2Eros story nearly didn’t happen. “My mother wouldn’t let me study fashion so I did the next closest thing – graphic design,” admits Jason. “When I came up with a plan to launch my brand I presented it to my father for a loan but he replied with a resounding no.”
Jason persisted, and eventually persuaded his parents to become his first investors. “I don’t regret anything. Everything I’ve done has lead me to where I am today.
“It’s no longer just about providing what’s missing in the market. When we’re designing now, we’re looking to create timeless pieces – multifunctional, adaptable and long-lasting items that people can use for different purposes and stay in style,” says Jason.
An example of this is the best-selling Bondi Shorts – formal-looking shorts made of quick-dry, four-way stretch material suitable for swimming or workout but which still look neat enough to wear to a bar or café.
In addition, the company has a second brand of activewear, Supawear, for a younger demographic.
“It’s about being innovative and giving customers something they want and that has value. Every time a customer says they love something, that’s what drives me and makes me feel I’m doing the right thing,” says Jason.
With Jason’s designer edge and ear for his customers, we’ll undoubtedly be celebrating more 2Eros anniversaries in the coming years.