Introducing the Streaming Undies: The Underwear That Lets You Binge on Your Partner’s Bum

As a growing body of research suggests that screen time is killing our sex lives, Maison Pixel, the apparel company that bridged the gap between gaming and fashion with its “pixelated” panty and swimwear lines, in partnership with creative agency Atlantic New York, is introducing The Streaming Undies, the world’s first under-garments that are also a streaming platform—and a potential savior of dwindling libidos everywhere. 

The chroma-key color underwear works in coordination with a specially designed Instagram filter compatible with all iOS and Android devices. When users look at the underwear through their phone’s camera, the filter allows them to see whatever content they want playing on top of it. The product and technology were developed by Lisbon-based Maison Pixel and Atlantic New York. 

To launch the Streaming Undies collection, Atlantic New York also created an integrated brand campaign that will run across digital and social. Central to the launch are three online videos featuring mannequin couples who go from staring at their phones to watching a baseball game, a western, or the moon landing on their partners’ backside. Those ads will run across Instagram, TikTok, Twitter and YouTube. Following the campaign’s initial launch, the brand will tap fashion influencers to sport the Streaming Undies across social media. 

With a global media buy, the focus will be largely in the US & European markets.  

The evidence that Americans are having less sex, and screen time is to blame, has been mounting for several years.Twenty-six percent of American adults did not have sex at all in 2021, according to the General Social Survey (GSS), up from 23% in 2018. Researchers and surveys have widely suggested that the proliferation of screen time and binge watching, particularly in bed, is to blame. For example, in a 2019 study, 75% of American adults said they bring their phones to bed, and a majority said looking at their phones was their favorite nighttime activity. 

"We launched Maison Pixel 7 years ago with a very unique idea and design. But as of last year, we've seen big fashion brands using pixels, perhaps even inspired by our work, for their new collections. As an indie brand, with much smaller budgets than them, this can be very challenging. But we believe that through creativity and innovation, we can continue to carve out our space in this market. The launch of our new collection, which turns underwear into a streaming platform, is an exciting step towards achieving this," says Sebastião Teixeira and Cesária Martins, founders of Maison Pixel. 

“We remember back when Maison Pixel launched its first collection—they took the geeky side of the Internet by storm, and immediately we became huge fans of their work. It’s amazing to think that years later, our indie agency now has the opportunity to collaborate with such a kick-ass indie brand,” said Marco Pupo and João Coutinho, co-founders and chief creative officers of Atlantic New York. “Our hope for this insightful campaign is not only to convey some good fun, but to inspire people to find new ways to spice up their lives.”