California Muscle, Inc., is a clothing company that sells men's underwear and swimwear. The company received some exposure in the media when its underwear was featured on the Showtime show, Queer as Folk, and when one of its models, Evan Marriott, was selected as Joe Millionaire on the Fox TV show of the same name. Based in Los Angeles, California, California Muscle, Inc., was started in 1985 and originally sold workout wear to bodybuilders at Venice Beach. Like International Male, their mail order catalog features large, muscular models and the company is quite popular with the gay subculture. Their shift in clientele pushed their clothing designs in the direction of fetish wear with faux leather clothes and underwear and swimwear that include male enhancing features.