Ginch Gonch, the Canadian brand best known for its boldly printed underwear and witty ads, has been acquired by New Equity Capital, a Montreal-based equity funding firm. As a result of the deal, Ginch Gonch has relocated its headquarters from Vancouver to Montreal. Jason Sutherland, founder of the four-old-year brand, will remain Ginch Gonch’s creative director. Naomi Ronn is the company’s new president and CEO.

Herschel Segal, co-founder of New Equity Capital and founder and former CEO o f the publicly traded clothing chain Le Chateau, said of the deal: “Ginch Gonch is an innovative brand with a devoted niche following that we aim to launch to the next level.”

Sutherland founded Ginch Gonch in 2003 with underwear featuring colorful hotdogs-in-buns, roosters and motorcycle designs. The brand rapidly grew into one of the hottest underwear brands worldwide.

Ginch Gonch will unveil its fall 2008 men's underwear collection titled “Load'n Dump'n” at Project Las Vegas and at Lyon in Paris. The company will also re-launch its women's and children's lines and re-issue past design favorites as part of its expanded activewear collection.