Willy Chavarria wants to get intimate.

Today, his first drop for Dirty Willy Underwear hits online, and in true Willy-fashion, all the pieces are inspired by the erotic notions of queer fetish culture. Sweat, urine and hand-finished abrasions give the underwear a well-worn, realistic effect, and according to the designer, they will eventually be sold from high end fashion retailers to sex shops.

“The underwear experience is our most intimate moment when dressing and undressing,” Chavarria said. “We want to feel sexy for ourselves and others. WILLY underwear is boldly sensual. And this is just the beginning.”

The launch includes a new Instagram page @bigwillynyc and future pop-ups and parties. It’s also a reflection of his long-standing relationship with underwear, having worked with Joe Boxer, Calvin Klein and American Eagle Outfitters in the space.

At last year’s CFDA Fashion Awards, Chavarria was named 2023 American Menswear Designer of the Year, and the designer continues to break new grounds by remaining authentic to his point of view. His designs are known for their Chicano-inspired style, for challenging ideas of masculinity and gender, and a beacon for the LGBTQ, Latinx, and immigrant communities.