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Ginch Gonch was born from the rebellion against the dull, colorless underwear endured by most people, and has quickly become one of the fastest growing premium lifestyle brands internationally. It was the first of its kind to successfully combine humor and sexuality with funky, fashion-forward designs, and has completely reinvented the underwear industry through the unconventional ways it sets the trend for the rear end. Ginch Gonch was taken from the dialect commonly used in Alberta and Bristish Columbia, where "ginch" and "gonch" designates underwear - the words probably being from an Eastern European or Ukrainian origin.