In a world where underwear fashion for gay men has been dominated by the tan and toned models of Andrew Christian, 2(x)ist, and N2N, a new project out of Minneapolis aims to outfit gay men who don’t fit that image.

Bear Skn is “comfortable underwear for men of size.” Created by Jody Koenig & Bjorn Ryan-Gorman, the new startup is seeking to raise funds on Kickstarter.

So how did the idea get started?

“After trying a number of different styles, there just wasn’t anything out there that had the right combination of support, comfort, ventilation and affordability,” the company told TheColu.mn via email. “So we began designing our own to suit the needs of everyday men.”

“Bear Skn is designed with one thing in mind, making underwear for all men to be comfortable in their own Skn.”

Bear Skn said the Kickstarter has been a success. “The initial response to our Kickstarter campaign was amazing. We raised $20,000 in 48 hours.”

Bear Skn has already seen buy-in from its niche target market. “We have been covered in a number of bear specific magazines and blogs. Some of them even approached us!”

The fundraiser even got a mention on the Huffington Post on Monday, driving a ton of traffic.

“Go get your pair of Bear Skn and share our campaign with your friends. All of the additional funds go to offering our customers more options. We are already offering extended sizes. Then an exclusive Kickstarter colorway and at $100k we will be adding boxer briefs to our collection.”

The Fundraiser has one week to go.