"I am different from most underwear designers. I design from a place of true love for underwear. After designing a pair, I wear them for a while, and if I don't fall in love with them, I don't release them. It is that simple"

Alex Gede’s journey from a shy, timid child to a trailblazing men’s underwear designer is a story of resilience, self-discovery, and unwavering determination. Born into a conservative Christian household, Alex grew up navigating the challenges of self-expression in an environment that often stifled individuality. His early years were marked by a quiet struggle with self-acceptance, compounded by an eating disorder and the weight of societal expectations. 

Seeking a fresh start, Alex moved to the UK to pursue his studies. There, he built a life for himself—marrying, starting a family, and attempting to conform to the traditional roles expected of him. However, beneath the surface, Alex was battling his inner demons. The workplace became another arena of struggle, where he faced bullying for his slender frame. The taunts and jabs about his physique took a toll, but they also ignited a spark within him. Determined to reclaim his confidence, Alex began working out from home, embarking on a transformative fitness journey that would change the course of his life. 

"Going to the gym changed my life forever. It is more than just the body; it also helps the mind and your mental health"

As the weight piled on, so did Alex’s courage. The physical transformation was more than just a change in appearance—it was a catalyst for self-empowerment. With his newfound confidence, Alex began to embrace opportunities he had once only dreamed of. His striking physique caught the attention of the modelling world, and he soon found himself in front of the camera. Over time, his modelling career evolved, focusing on fitness and underwear shoots. This exposure led him to explore social media platforms like YouTube, where he started reviewing and unboxing men’s underwear for major brands. 

Alex’s passion for underwear and fitness became a defining part of his identity. However, as he delved deeper into the industry, he noticed a glaring gap in the market. The underwear he loved for its aesthetic appeal—bold, sexy designs that made him feel confident—often sacrificed comfort, leaving him unable to wear them for extended periods. On the other hand, the brands prioritising comfort lacked the visual appeal he desired, even for something as simple as a cheeky underwear selfie. 

Frustrated by this disconnect, Alex decided to take matters into his own hands. During the lockdown, he began experimenting with designs and fabrics from his kitchen, determined to create a product that combined both comfort and sexiness. However, turning this dream into reality required funding, and traditional avenues were not an option. In a bold move, Alex turned to OnlyFans, leveraging his growing social media presence and modelling portfolio to raise the £10,000 needed to launch his brand. It was a decision that required immense courage and vulnerability, but Alex Gede was determined to bring his vision to life.

"I want to feel not only sexy but comfortable too. They must both go together"

The name Club Seven holds a deeply personal significance for Alex. Seven is his lucky number and also his date of birth. Rather than naming the brand after himself, he chose “Seven” to symbolise a collective space for underwear enthusiasts—a club where everyone is welcome. Club Seven is not just a brand; it’s a celebration of individuality and self-expression. 

"I feel like it would be awkward having my name on the waistband of the underwear I am wearing, especially when someone else is taking them off. Naming the brand after myself was never an option"

Alex is quick to clarify that Club Seven is not a “gay underwear brand.” While it certainly caters to the LGBTQ+ community, it is designed for everyone. Alex believes it would be a disservice to limit the brand’s appeal, as straight men and their partners deserve to experience the same level of confidence and comfort. Club Seven offers something for everyone, regardless of gender, sexuality, or body type. 

"I like to see the brand as LGBTQ-owned and Black-owned. It is a brand for anyone who loves comfortably sexy underwear. This is why I don't think of the brand as a gay underwear brand"

Since its start in 2021, Club Seven Men’s Underwear has gone on to win Luxury Men's Underwear Designer Brand of the Year 2023 and be included in two of the world’s leading underwear subscription box services, Underwear Experts and Next Gay Thing, solidifying its place in the global market. For Alex Gede, this achievement is a dream realized and a stepping stone toward making Club Seven a household name in men’s fashion.

Today, Club Seven stands as a testament to Alex Gede’s journey of self-discovery and his commitment to creating products that empower others. From a shy child in a conservative household to a visionary designer challenging industry norms, Alex’s story is one of triumph over adversity. His brand is more than just underwear—it’s a movement, inviting everyone to embrace their truth and feel confident in their skin. 

Alex Gede’s Club Seven is not just a brand; it’s an exciting revolution in men’s underwear, proving that comfort and sexiness can coexist—and that everyone deserves to feel both.