Seven sinful years! We're not talking about a marriage, we're talking about Cocksox®, the infamous underwear and swimwear brand from Australia.

"We started out with one red underwear brief listed on eBay, almost as a dare," laughs Nadiah Christensen, Cocksox® Creative Director, "And now look, seven years later Cocksox® is bigger and better than ever."

Known around the world for their enhancing men's underwear and very sexy imagery, the question arose, how to celebrate seven wild years of Cocksox®?

"Thinking back to our first product, the red underwear brief which we called Diablo Red, or 'devil red' it was obvious... seven years, seven deadly sins. Perfect!" says Nadiah.

Subtle is not a word that's used around the Cocksox® office very often, as the Seven Deadly Sins campaign shows.

"I wanted people to have a shocked grin on their face when they first see our Seven Deadly Sins images. I think we succeeded," laughs Nadiah.

Seven Deadly Sins has a very different look from previous Cocksox® campaigns. Stark white backgrounds and eye-popping visuals tell the tale of each of the sins. Sydney based photographer Elvis Di Fazio came on board to shoot models Rogan Richards and Steve Williams to create the fantastic, stylised sins for Cocksox®.

"Lust is my favourite image in our campaign, and not just because those are my lipstick kisses on Rogan!" laughs Nadiah.

"There's Greed, Lust, Anger, Pride, Envy, Gluttony, Sloth. Something for everyone," jokes Nigel Christensen, Cocksox® Marketing Director. "I can't decide whether gluttony or sloth is my favourite. Ideally I'd combine the two."

"We really want our customers to share the fun with us and choose their favourite sin, tell us on Facebook or Twitter, tell their friends. Email us, we love hearing from our customers," says Nadiah.

"There are Cocksox® for every occasion – working, working out, partying, hooking up – and the Seven Deadly Sins images are a bit like serving suggestions," laughs Nigel, "Just don't take them too seriously!'

To add to the celebrations, Cocksox® are releasing a strictly limited edition Gold Cocksox® brief, as featured in the 'Greed' image, and a new colour in the Wet Look range, Regent Red.

"You can't show greed without gold so we had a custom gold Cocksox® brief made," explains Nadiah. "It looked so incredible on our model that we had to make them available for sale, even if there's only strictly limited number of them. We're calling them the Cocksox® Bling, of course."

The Cocksox® Seven Deadly Sins campaign will be all over the web and in underwear stores. Posters and post cards will be available in many parts of the world. Cocksox® invites everyone to vote on their favorite sin.

Cocksox® is having a 10-50% off sale from July 10 to coincide with the Seven Deadly Sins campaign launch. Everything in the range is discounted – underwear, swimwear, activewear and partywear.