You saw it. Everyone saw it. That specific Thursday in January 2024 when a certain photo of Jeremy Allen White in his underwear basically stopped the rotation of the Earth for a few minutes. If you were on Instagram or X, it was impossible to escape. The actor, lean and looking like he stepped right out of a 1970s Brooklyn street corner, standing on a New York City rooftop in nothing but white boxers.
It felt like a cultural reset. Honestly, it kind of was.
But if you think that was just another celebrity cash-grab or a simple thirst trap, you're missing the bigger picture. This wasn't just a guy with a six-pack. This was a masterclass in how a legacy brand like Calvin Klein can claw its way back to the center of the conversation by picking the exact right person at the exact right time. It was the "Yes, Chef" heard 'round the world, and even now, two years later, the ripples are still being felt across the fashion industry.
The Jeremy Allen White Calvin Klein Campaign: Why It Actually Worked
Most people think these ads are just about the body. Sure, White spent months training for The Iron Claw—where he played pro wrestler Kerry Von Erich—so he was in peak physical shape. But there’s a difference between "buff" and "Calvin Klein buff."
The brand didn't go for a traditional chiseled model. They went for Jeremy Allen White. He’s got that "unpolished" New York energy. He’s the guy from The Bear who looks like he needs a cigarette and a nap, yet somehow possesses a magnetic, old-school Hollywood charm. When photographer Mert Alas lensed those shots, he wasn't just shooting a campaign; he was capturing a vibe that felt authentic.
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Breaking Down the Numbers
The impact wasn't just "vibes," though. The business side of this is staggering.
- Media Impact Value: In just 48 hours, the campaign generated over $12.7 million in media value.
- Sales Spike: During the first week of the launch, Calvin Klein's underwear sales jumped 30% year over year.
- Social Reach: PVH (the parent company) reported over $74 million in social media impressions from the first installment alone.
It’s rare to see a direct 1:1 correlation between a celebrity ad and a sales jump that massive. Usually, these things are about "brand awareness." This was about people actually going to the website and clicking "buy" because they wanted to be—or be with—the guy on the rooftop.
The Second Act: Summer and Fall 2024
Because the first run was such a massive win, Calvin Klein didn't wait long to bring him back. In August 2024, they dropped the second installment. This one was a bit different. They swapped the gray, gritty New York rooftops for a sun-drenched pool in the Hollywood Hills.
The soundtrack changed too. Instead of the raw energy of the first video, they used "Crimson and Clover" by The Shacks. It was more relaxed. White was seen lounging with German Shepherds, sipping coffee, and wearing the 90s Straight Jeans and 90s Trucker Jacket. It proved he could sell denim just as well as he could sell a waistband.
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What Most People Miss: The "Everyman" Effect
There’s a common misconception that Calvin Klein only picks "perfection." But if you look at their history—from Mark Wahlberg to Kate Moss—they pick disruptors.
Jeremy Allen White fits that mold because he doesn't feel manufactured. He feels like a guy you might actually know, even if he is currently one of the biggest stars in the world. He’s relatively short by Hollywood standards, he’s got a distinct face, and he’s known for playing characters who are deeply flawed.
That relatability is the secret sauce. When you see him in the Modern Cotton Air or the Cotton Classic trunks, it doesn't feel like a costume. It feels like what he’d actually be wearing in his dressing room between takes of The Bear.
The Legacy into 2025 and 2026
Fast forward to today. Jeremy has moved on to even bigger things, like playing Bruce Springsteen in the 2025 biopic Deliver Me from Nowhere. You can see the through-line from the CK ads to the Springsteen role—that raw, Americana, working-class aesthetic.
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Interestingly, the "Jeremy effect" forced other brands to change their strategy. We've seen a massive shift toward "rawer" photography and less airbrushing across the board. The era of the "unreachable" supermodel is fading, replaced by the "intense" actor who brings a narrative to the clothing.
Actionable Takeaways for the Fashion-Obsessed
If you’re looking to capture even a fraction of that timeless style, here’s the reality of what actually matters from the Jeremy Allen White era:
- Fit over Hype: Notice he wasn't wearing anything flashy. The 90s Straight Jean became a bestseller because it’s a classic silhouette that works on almost any body type.
- Fabric Innovation: The campaign actually pushed new tech, like the Modern Cotton Air line. If you're buying underwear in 2026, look for the moisture-wicking blends—they've come a long way since the basic cotton days.
- Confidence is the "Look": The reason those photos worked wasn't the lighting; it was the "subdued confidence" Jeremy brought to the set.
The Jeremy Allen White Calvin Klein partnership wasn't a flash in the pan. It was a reminder that in an age of AI and over-filtered social media, something that feels a little bit real—even if it's a multi-million dollar ad campaign—will always win the internet.
Next Steps for Your Wardrobe
Check your current rotation. If you're still holding onto baggy, ill-fitting denim, it might be time to look into those 90s-inspired straight cuts that White popularized. They offer a balance of comfort and structure that more "trendy" fits lack. Also, keep an eye on his upcoming 2026 projects, like his role in the Star Wars universe, to see how his personal style continues to evolve alongside his career milestones.