Just in time for the holiday season, there’s a sexy new graphic apparel line on the scene, and it’s launching with a hilarious Christmas-themed ad that’s naughty and nice while poking some good-humored fun at the queer community. And we've got the ad and the low-down on this delightfully naughty new line!
New Breed is the brainchild of co-founders Michael Rohrbaugh and David Steely. Rohrbaugh lives in Los Angeles where he works as a filmmaker exploring issues like gay rights and toxic masculinity. When the pandemic hit, he saw an opportunity not just to grow as an artist, but to create an apparel brand celebrating queer life. He had a clear vision for this new brand, but there was just one problem: he knew little about the apparel business. Luckily, his friend Steely had spent years launching, running, and, eventually selling a successful athletic apparel line. And their partnership quickly bloomed.
Six months after that initial conversation, Rohrbaugh and Steely are launching New Breed with a hilarious video that depicts a raunchy holiday gathering. Entitled “Naughty & Nice: The Remix,” the spot is like an Old Navy ad seen through pink-tinted queer glasses.
“Our designs are cheeky and familiar,” Rohrbaugh tells Out. “They reflect the way queers speak to each other, with a knowing smile and a playful wink, which makes them great holiday gifts. And if you’re gonna do a holiday ad, why not capture the whole queer carnival? The comedy, the boys, all of it.”
Rohrbaugh describes the brand as ‘explicitly queer,’ and is more than ready to share how he defines that for himself and his company.
“Queer is finding yourself in a sun-drenched parking lot surrounded by feral creatures, drunk as a skunk, dancing to disco,” he says. “It’s hardcore porn playing at a sweaty bear bar. It’s genderfluid faeries swimming naked in a river. Queer is the vibe. It’s the fantasy.”
The New Breed line is organized around five different collections named after an iconic gayborhood.
WeHo is for boys that brunch. Bushwick is for hipsters. SOMA is for bears. Halsted is for jocks. And Salem, although technically not a gayborhood, is for your witchy friend, who can’t stop buying candles. In addition to graphic t-shirts, they also sell hoodies, totes, and the best fanny pack we’ve seen in awhile. Soon, they’ll be coming out with swim briefs that say ‘Breed’ boldly across the butt.
“We’re at the beginning of a long journey,” Steely tells Out. “One that will take us around the world and back. Graphic apparel is where it starts, but the brand is a vehicle. It's an excuse to work with artists we admire and give our customers a memorable experience. Eventually, we’d like to offer home decor, events, and one day, even NFTs.”