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Porn can be great. Sometimes, it just does the job. In fact, according to Pornhub’s insights for this year, we consume a lot. In 2015, 1,892 petabytes of bandwidth was used surfing the site, which translates to about 75 gigs per second. If you’re not up on units like these, it’s a lot – Pornhub equates it to the storage capability of 175 million 16-gig iPhones per second.

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What this all means in hours is what’s truly astounding. Overall, the world spent 4.3 billion hours watching porn on the site, and 87.8 billion videos were streamed (or 12 videos for every living person). And Canada ranked fourth on the list of countries with the most active usage. Canada, you dirty dog.

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So, with all of this traffic and regular usage, it only makes sense that mainstream brands would want in. And so it is done, as Diesel has announced that it will be showing exclusive images of its new underwear on Pornhub, YouPorn, Grindr and Tinder. Diesel’s creative director had this to say about the union to Dazed: “To launch our new underwear on Pornhub is like . . . hello!”

It sounds a little odd, but it kind of isn’t? Grindr boasts 7 million active users across the globe, and 1 million of them are active per minute. As for Tinder, the service registers 1.4 billion swipes per day across 196 countries. And Pornhub and YouPorn are sites with some of the best traffic in the world. So, while this is certainly taking “sex sells” to a whole new level, it isn’t totally illogical.

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And Diesel is following other brands, too. This past summer, Calvin Klein partnered with Tinder on an ad campaign, which featured undressed models cast aside fake sexts that said things like “Hahah, a light threesome never hurt anyone.” Meanwhile, London-based designer J.W. Anderson streamed his Fall 2016 menswear collection on Grindr, a smartphone app that lets men find other men to date or have sex with. The show drew hundreds of thousands of viewers.

Looks like the world’s a-changin’ and we might have to look to porn to find out what’s going on in the fashion world. And would that be so terrible?