Five Years Since Swagger

Reflecting on Mitch Leyor’s Journey, click HERE for link to press coverage

Milestone Anniversary

This month marks five years since the first official press coverage for Mitch Leyor appeared in Swagger Magazine. The feature represented a significant milestone for our men’s boxer brief line, establishing initial brand recognition in the competitive men’s undergarment market.

Launch Context

The press release coincided with the Black Lives Matter protests of 2020, a period of significant social activism across the United States. During this time of national conversation about racial equity, our faith-based men’s boxer brief line received both attention and scrutiny within the fashion industry.

Initial Photoshoot

The original photoshoot featured several models who completed standard industry release forms for image usage. These early brand representatives participated in what would become the first of several Mitch Leyor promotional campaigns. Following the shoot, several participants continued their modeling careers with various agencies and brands.

Subsequent Production

Between 2020 and 2025, the brand conducted an additional 5-7 photoshoots with different groups of models. Some of this content was utilized in marketing materials, while other images have remained unpublished in our content archives. Each session helped refine the visual identity of the Mitch Leyor brand.

Industry Reception

The launch of a faith-based boxer brief line during a period of social activism generated varied responses. Some industry observers questioned the timing and positioning of a new apparel brand during a period focused on social justice concerns. These perspectives suggested a disconnection between market activities and social awareness.

During this period, my professional background included retail experience at Abercrombie & Fitch, regular attendance at a church that some characterized as catering to affluent demographics, and ongoing work in the fashion industry. This combination of experiences informed the development approach for Mitch Leyor, though my perspective differed from external interpretations of these influences.

As we mark this five-year milestone, Mitch Leyor continues to develop its market position and brand identity. The future roadmap includes potential new product offerings and marketing initiatives. We anticipate working with new modeling talent as the brand evolves, bringing fresh perspectives to our visual presentation.

The five-year journey from the initial Swagger Magazine feature to present day represents a period of learning and adaptation. As with many apparel startups, the path has included both expected and unforeseen challenges. We look forward to the continued development of the Mitch Leyor brand in the changing landscape of men’s apparel.

xoxo,

Mitchell Royel