It happened in January 2024. You couldn't escape it. You’re scrolling through Instagram or walking past a massive billboard in SoHo, and there he is: Jeremy Allen White. No chef's coat. No kitchen stress. Just a pair of white Jeremy Allen White Calvin Klein boxers and a rooftop view that made the entire internet collectively lose its mind.
Honestly, the reaction was feral.
But while everyone was busy making "Yes, Chef" jokes, a lot of people missed what was actually happening behind the scenes of that shoot. This wasn't just another celebrity in their underwear. It was a calculated, high-stakes gamble for a legacy brand that desperately needed to feel "cool" again.
The $74 Million Effect
People think these campaigns are just about looking good. They aren't. They’re about math. According to PVH Corp (the parent company of Calvin Klein), that single campaign generated $74 million in media impact value. That is an absurd amount of "free" advertising.
Within the first 48 hours alone, the brand netted $12.7 million in exposure.
More importantly for the bottom line? Sales. During the launch week, Calvin Klein reported a 30% jump in underwear sales compared to the previous year. That’s the "Carmy" effect. When you see Jeremy stripping down to those classic cotton trunks, you aren't just seeing an actor; you're seeing a product moving off the shelves in real-time.
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What He Actually Did to Get "CK Ready"
There’s a misconception that he just rolled out of bed and onto that rooftop. White has been pretty vocal about the fact that he felt "kind of crazy" and insecure before the shoot. To prep, he didn't just rely on good genetics.
He leaned into a routine that was actually a leftover from his time filming The Iron Claw. For that movie, he had to bulk up significantly to play a professional wrestler, eating waffles and almond butter in the morning and turkey patties all day long.
By the time the Calvin Klein shoot happened, he’d leaned out. His routine was simple but brutal:
- Calisthenics: Lots of pull-ups and push-ups.
- Jump Rope: His go-to for cardiovascular health without losing muscle mass.
- Running: He’s a native New Yorker; he runs the city.
- Diet: Plenty of fish and lean protein, avoiding the "gross" overeating he had to do for his film roles.
The Secret Sauce: Mert Alas and the "Golden Hour"
Most CK ads are stark, high-contrast black and white. You know the look. But for the Jeremy Allen White campaign, director Mert Alas and colorist Simona Cristea went a different route.
They used a "golden hour" grade.
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It looks effortless, but Simona Cristea mentioned in interviews that making something look that natural actually takes the most effort. They wanted it to feel like a humid, hazy New York afternoon. The orange sofa on the roof? The doves? It was all designed to feel like a dream sequence of "classic Americana."
It’s why the ad felt different from the Justin Bieber or Shawn Mendes campaigns of the past. It felt gritty. It felt like The Bear, just without the yelling.
Jeremy Allen White Calvin Klein Boxers: The Evolution
By the time the Fall 2024 campaign rolled around in August, the strategy shifted. If the first shoot was about the "shock" of seeing him stripped down, the second was about "nonchalant cool."
This time, he was poolside. He had dogs. There was denim involved. But the core of the brand stayed the same: the Modern Cotton Air and Cotton Classic boxers.
Why the specific boxers matter
- The Waistband: The iconic logo treatment was refreshed for the 2024/2025 seasons.
- The Fabric: They moved toward "Micro Stretch" and "Micro Mesh" for better breathability.
- The Fit: They pushed the "90s Straight" denim to go along with the underwear, leaning into the vintage revival that's currently dominating fashion.
Interestingly, by 2025, the brand moved on to stars like Rosalía and Bad Bunny to keep the momentum going, but the Jeremy Allen White era is the one everyone still references. It set a benchmark for "viral" that few other male celebs have touched since.
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The Irony of the Fame
Jeremy himself seems a bit baffled by it. Backstage at the 2024 Golden Globes—where he won for The Bear—he told reporters he was "more proud" of his acting win than the ad. He called the whole thing "bizarre."
That’s probably why it worked.
He wasn't trying too hard. He wasn't a "model" posing; he was an actor caught in a moment. That authenticity is what ranks. People can smell a "stunt" a mile away. But Jeremy in his CKs felt like a natural extension of his "dirtbag heartthrob" persona.
How to Get the Look (Without the Rooftop)
If you’re looking to replicate the vibe—or at least the comfort—here is what you actually need to know about the current lineup.
- Stick to the Classics: The "Cotton Stretch" multipacks are the workhorses. They don't have the fancy mesh, but they're what Jeremy actually wore in the most famous stills.
- Sizing matters: Most people buy boxers too big. For that "sculpted" look, the trunks are designed to sit higher on the hip.
- The Denim Layer: If you're going for the full aesthetic, look for the 90s Trucker Jacket. It’s the piece Jeremy used to transition from the "underwear only" look to a full outfit.
The most important takeaway? Don't overthink it. The reason the Jeremy Allen White campaign broke the internet wasn't just the abs—it was the attitude. He looked like he didn't care that the camera was there.
Invest in quality basics, find a workout that actually makes you feel good (not just one that looks good), and remember that even "effortless" style usually starts with a solid pair of white boxers.
Shop the current 2026 collection for the latest "Stitch-Free" waistbands if you want the newest tech, but for the Jeremy look, the classic cotton is still king.