Our story

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Next Gay Thing began with a pair of designer underwear and a simple idea: being gay should feel like winning the lottery.

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In 2006, founder Jarmo Siim marked coming out to himself by buying a pair of underwear that made him feel more like himself. In 2013, Jarmo and Roman Zuravljov turned that ritual into Next Gay Thing.

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Today, our founders test and approve every product currently offered. We choose better underwear and useful self-care around the customer’s Pack Preferences, then arrange it as Gay Christmas inside a plain, discreet outer package.

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Jarmo Siim and Roman Zuravljov

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Founders of Next Gay Thing. Jarmo leads the business and customer experience; Roman leads style and creative direction. Together, they approve the products that enter the current range.

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Choose your Gay Pack