For many gay, bi, and questioning men in the '80s and '90s, the International Male catalog was one of the most highly anticipated deliveries to arrive in one's mailbox. Aptly described by some as “Victoria's Secret for men,” International Male opened up new fashion possibilities for American men.

Founder and CEO Gene Burkard, working in Europe following his departure from the US Air Force, noticed how different European male fashion was in comparison to the comparatively boring options for American men. An item being sold in a medical supply store particularly caught his eye. He returned to the US, tweaked the design, and dubbed it the “Jock Sock.” Ads for this new undergarment were first placed in The Advocate. Business really took off, however, when Burkard borrowed some money and began advertising in Playboy Magazine.

Starting with that one item, International Male evolved into a whole line of clothing. While some items were fashionable, and many were sexy (especially the underwear), some items were outlandish, like the “Poet's shirt,” famously lampooned in an episode of Seinfeld. But even some of the wilder items could be sold with the right approach, and International Male excelled at marketing its products. With sexy models seductively photographed in exotic locations, IM was committed to Burkard's ideal of selling “a look, not a garment.” Famous customers included Barbra Streisand, Elton John, Cher, and the metal band Whitesnake. TV studios bought International Male clothing for their shows. At one point, the catalog was delivered to over 4 million customers, and there were brick-and-mortar stores in San Diego and WeHo.

Featuring insight from former IM model Brian Buzzini, Carson Kressley, Jake Shears, and Parvesh Cheenah, and narrated by Matt Bomer, this documentary will introduce International Male to those who came of age after its demise, and for the rest of us, will answer the question, “Whatever happened to International Male?”

~ Christopher Roesch

Official Selection: Tribeca Film Festival

Official Selection: Frameline SF International LGBTQ+ Film Festival

Official Selection: Outfest LA LGBTQ Film Festival