Joseph Marco set the internet on fire once again with an Instagram post wearing a black boxer-briefs from Hanford. Those to-die-for abs were on display once more as he promotes the underwear brand of which he is the current image model.

Joseph’s underwear photos started appearing last February. He even posted his first Hanford photo on IG on Valentine’s Day, saying he decided “to get out of my comfort zone” this year.

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That first underwear post was followed by many others, each gaining tens of thousands of hearts.

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Photos via IG/josephcmarco