• by Amy Corr , April 5, 2017

Fruit of the Loom wants guys to know that they can wear the brand's new EverSoft T without being labeled a softie. This shirt might be soft, but it's built tough.

In the "Most Epic Story Ever Told," a man wearing an EverSoft T ditches holding an adorable puppy for more manly chores like riding a bear, pulling a truck, breaking through a brick wall, getting a neck tattoo and shaving with an axe. He's clearly proving that men can have both comfort and machismo at the same time. CP+B Boulder created the campaign.