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Athletes in Undies

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New York Rangers goalie and all-around hottie Henrik Lundqvist is teaming up with Swedish underwear and bodywear brand Bread & Boxers (started by a childhood friend) to star in their ad campaigns and design capsule collections. "The Bread & Boxers collection is both basic and essential, and styled with a clean, Swedish aesthetic, so the pieces are perfect for me whether I'm traveling city-to-city for hockey, or just enjoying my time in New York City," Lundqvist said. "Sport and style are both important aspects of my lifestyle." Here's hoping for a Smith Jerrod-style billboard in Times Square. [WWD]