You might not remember Steve Grand—but a decade ago, he was everywhere. Back in 2013, Grand went viral as a gay country singer after self-releasing “All-American Boy,” instantly earning a passionate fanbase. That same year, he landed on the Out100 list, and in 2014 he launched a Kickstarter to fund his debut album, pulling in $118,000 in just 17 hours. While his music career has since cooled, his following hasn’t gone anywhere. Instead, it’s found a new home in his underwear and swimwear brand, Grand Axis—and fans have been paying very close attention.
In a recent post from the Grand Axis account on X (formerly Twitter), Grand is photographed standing in the waters off Hollywood Beach, wearing the brand’s Posing Suit—a $46 favorite he’s been spotted in more than a few times. As usual, the post included his now-standard disclaimer that he’s not wearing a smoothing cup insert. But eagle-eyed followers noticed something else entirely: what appeared to be a chastity cage.
For the uninitiated, chastity cages can be worn in or out of sexual contexts and are often discreet under clothing. But beneath a minimal suit like this one, fans believe the ridges and locking mechanism were visible. To which the response is simple: live your life.
Grand’s path to launching Grand Axis has always been wrapped up in conversations about visibility and self-expression. During the height of his early fame—around the time a U.S. Marine famously invited him to the 2015 Marine Corps Ball—he found himself at the center of a mini firestorm. In the summer of 2015, he posted an Instagram photo wearing a speedo on a boat in Chicago, prompting a wave of criticism.
“I’ve seen a small number of gay men criticize my choice of swimwear for being immodest and ‘stereotypically gay,’” he said at the time. “People are entitled to feel however they feel, but I wear what I wear for me. It makes me feel good. I’m not looking for everyone’s approval.”
He went further, noting that anyone using “gay stereotype” as a jab might be dealing with their own internalized homophobia. “I wear what makes me happy,” he said plainly.
By 2020, Grand reflected that the backlash actually helped him grow. Speaking to Out, he explained that the tension between being seen strictly as a musician and wanting to embrace feeling sexy in swimwear forced him to confront something internal. Working through that conflict freed him to embrace all facets of who he is—including his love for men’s underwear and swimwear. Since he was already having pieces custom-made to his taste, producing them for others felt like a natural next step.
Launched in 2019, Grand Axis is a premium men’s underwear, swimwear, and gymwear line designed by Grand himself, with sizes ranging from small to 3XL. His design philosophy is straightforward: create pieces that look full and flattering without pushing things too far. “You want enough fabric to be comfortable and covered,” he said, “but tight enough to give that full, bursting-out look.”
The brand’s bestsellers include gym shorts, mini-briefs (its signature style), thongs, bikinis, and later, swimwear—added in fall 2020. Whether fans are there for nostalgia, fashion, or a very close look at the details, one thing is clear: Steve Grand has never stopped owning exactly who he is.
