Colton Underwood is looking good & feeling fine in sexy new underwear ad

Subset/Instagram (@coltonunderwood)

The Bachelor star also directed this new video ad for sustainable underwear brand Subset.

Bernardo Sim

Deputy Editor

Bernardo Sim is the deputy editor of Out. He's also a staff contributor to The Advocate, PRIDE, and other equalpride publications. Born in Brazil, he currently lives in South Florida.

You can follow Bernardo Sim on Instagram. Otherwise, you can find him on Bluesky, Threads, X/Twitter, and TikTok.

Bernardo Sim is the deputy editor of Out. He's also a staff contributor to The Advocate, PRIDE, and other equalpride publications. Born in Brazil, he currently lives in South Florida.

You can follow Bernardo Sim on Instagram. Otherwise, you can find him on Bluesky, Threads, X/Twitter, and TikTok.

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Bernardo Sim

March 29 2024 11:49 AM EST

March 29 2024 12:13 PM EST

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Colton Underwood is “setting a new standard.”

The former Bachelor lead and Coming Out Colton star has been featured in a new underwear video ad for Subset, which he also directed! As a brand, Subset is known for its sustainable innerwear.

This new video was shared on Instagram by Underwood and Subset. The caption reads:

“From commando to connoisseur. I set out to find the best innerwear… and I found it. Introducing: Subset — organic cotton, non-toxic materials and they are committed to making our planet better. Sounds like a win, win, win to me. #SetYourNewStandard.”

See on Instagram

This new Subset ad was directed by the Bachelor star himself, while it was shot and edited by Ryan Nordin. Underwood wears two main pieces throughout the video: the organic cotton men’s boxer in meridian color and the organic cotton men’s boxer brief in garnet color. Each of them sells for $30 on the company’s official website.

Earlier this week, Underwood attended the Human Rights Campaign’s 2024 Los Angeles Dinner fundraising event and spoke to Out on the red carpet. “People had a lot of opinions and thoughts on my own coming-out journey,” he said. “Coming-out journeys aren’t always clean and pretty. There’s a lot of ups and downs. [But] I felt love and support, and that’s the most important thing.”

Underwood seems to be entering a new era in his public life and career while embracing a side of himself that we hadn’t seen before. Props to you, mama!