About Us

BearThug is a men’s lifestyle brand based in the Los Angeles area offering apparel and accessories for the gay bear community. Designed for men of all shapes and sizes, our products celebrate comfort, confidence, self-expression, and unapologetic bear pride.

Founded in 2018 by partners Todd Williams and Cesar Alvarez, BearThug began with a simple mission: create body-positive products for men that are comfortable, sexy, playful, provocative, built for real life, and rooted in bear identity.

What started with locally designed and manufactured underwear and jockstraps has grown into a full collection of apparel and accessories, including t-shirts, tank tops, hats, bags, personal lubricants, and more. Every piece is created to help you show up comfortably, confidently, and entirely as yourself.

To all returning customers, we thank you for your amazing support over the years! To all newcomers, we welcome you and hope you'll embrace the BearThug in you.