Cocksox Day:

Seven Sins For Seven Years 
From:  The Underwear Expert

If you pay close enough attention, you will realize that there is a holiday for just about everything; from Japan’s Kanamara Matsuri or Festival of the Steel Phallus, to England’s Cheese Rolling Day, to the innumerable (and often silly) American public holidays like Teddy Bear Picnic Day, Get Over It Day and Lost Sock Memorial Day, there truly is a holiday for all.

We here at The Underwear Expert know that all of these peculiar holidays still don’t make up for the critical lack of underwear related holidays, but thanks to Australian underwear juggernaut Cocksox, the list continues to grow with each celebration of Cocksox Day on July 10th.

For the brand’s seventh anniversary, Cocksox has chosen to celebrate with a “Seven Deadly Sins” campaign, which is only fitting since their first product was titled Diablo red. Shot by photographer Elvis Di Fazio, each image features one of the seven deadly sins, enacted by models Rogan Richards and Steve Williams. “There’s greed, lust, pride, envy, anger, gluttony and sloth, something for everyone,” jokes Cocksox marketing director Nigel Christensen.

To top off all the Cocksox Day celebrations, the brand has designed a limited edition golden brief and an additional color update to the Wet Look range. Check out the images and let us know which deadly sin best suits you!