This story could’ve easily fit in with our Music Merchandise Gone Mad gallery from a few weeks back, as, in a clearly misguided marketing move, iconic producer and record spinner DJ Hell, has launched his own line of underwear garments. Makes sense, right?

DJ Hell – real name Helmut Geier – revealed that he was inspired to design his underwear range after collaborating with Austrian designers Wendy & Jim on one of the designers’ catwalk shows, Data Transmission reports.

We kind of hope that this sparks a new trend for artists and entertainers, who from now on will throw their underwear at devoted crowd members, not the other way ‘round. Dibs on the next Beyonce show.