England Rugby World Cup champion and all-round nice guy Ben Cohen returned to Prowler’s Soho store last month to sign magazines, posters and, of course, pants to launch his new range of Bluebuck underwear.
Take it from us, that man is even more gorgeous in the flesh and the queue of guys eager to get in to see him, snaked out of the door and down the road.
The special edition briefs, trunks and boxer-briefs have been commissioned in support of the StandUp Foundation, which raises awareness of the long-term, damaging effects of bullying, with particular attention given to the so often bullied gay community.
You can pick up a pair of Ben Cohen Bluebuck pants in Prowler stores and online at StandUpFoundation.com, where you can also purchase the Ben Cohen 2013 Calendar.