Melbourne, June 4 : Cricketer Brett Lee is shaping up as Australia's answer to David Beckham, launching his own line of men's underwear and modelling them himself.
The fast bowler has collaborated with fashion designer Bruno Schiavi to develop a range of y-fronts, trunks, boxers and sleepwear in organic cotton and bamboo fibres, which will hit stores in August.
"We are trying to achieve that trendy look - with an inkling of cricket through the underwear as well," Schiavi said.
Lee said he wanted to create a collection that was cool, sporty but also, importantly, affordable.
"You see these other brands and they're worth 35 dollars to 45 dollars for a pair of briefs or a pair of boxer shorts and trunks and stuff," Lee told AAP.
"Sixteen and 17-year-old kids can't afford that. So we can make briefs with the highest quality with the fabrics we've got for under 10 dollars."
Lee has been working in the fashion industry since the age of 18 when he completed a retail traineeship with Barclay's in Sydney.
He launched his own menswear label, BL, in 2001, focusing on suits, shirts and jackets.
The underwear range is a natural extension of his long-term interest in fashion, he says.
Schiavi compared Lee to soccer superstar and fashion icon David Beckham.
"Brett is an amazing cricket player but also I think he's like the guy next door, he's very clean cut, he's very much like Beckham."
Lee will model the underwear himself in ads for the Acestar range, which will be shot in July. Far from being daunted by the prospect, Lee said he relished the opportunity.
The underwear, which will retail for between 12.99 dollars and 16.99 dollars, will be sold in Big W stores and updated every three months.