Why would he care who bought it...The idea is to sell product Derek Jeter didn't want his underwear line 'too gay,' lawsuit says BY Brian Niemietz, Nancy Dillon NEW YORK DAILY NEWS Tuesday, December 15, 2015, 5:56 PM Dave Kotinsky/Getty Images Derek Jeter arrives at the RevolutionWear's FRIGO Launch Pop-Up Experience in November Derek Jeter reportedly didn’t want his luxury underwear line pitched to the gay market. The bombshell allegation was made in a complaint against the retired Yankee icon filed in Delaware by Swedish underwear company Frigo, TMZ.com reported Tuesday. “(Jeter) demanded that (Frigo) not market to the gay community and states that he did not want the Frigo brand to be ‘too gay,’ ” the paperwork reportedly reads. Jeter, 41, has been locked in a megabucks legal battle with Frigo over claims he backed out of a deal to promote the swanky skivvies that sell for up to $100 a pop at stores including Neiman Marcus. He’s being sued by the company in Sweden and filed his own lawsuit against Frigo, also known as RevolutionWear, in Delaware last month. Frigo’s filing answered Jeter’s sealed lawsuit and included the latest counterclaim, a court source confirmed to the Daily News. Desiree Navarro/WireImage Curtis (50 Cent) Jackson visits Bloomingdale's Soho to promote FRIGO at Bloomingdale's Soho in December. Alex Rodriguez's lawyer Joe Tacopina retained by luxury underwear brand in lawsuit against Derek Jeter A rep for Jeter declined comment. But Jeter reportedly told TMZ that Frigo’s claims are “categorically false” and he’s disgusted by the accusations. Frigo previously alleged in its Swedish lawsuit that Jeter also had a problem with rapper 50 Cent acting as a brand ambassador. The five-time World Series champion reportedly believed 50 Cent’s involvement would make the brand “too urban.” “Wow, guess I’m not a Yankees fan anymore. ?? LETS GO METS?” the Queens-born rapper said in a response posted on Instagram that has since been deleted. Desiree Navarro/WireImage Derek Jeter allegedly didn't want his line of underwear to be "too gay" or "too urban." “As a major investor, current stockholder and lender to the company, I am disgusted by (CEO Mathias) Ingvarsson’s decision to make these false allegations against me in the press, instead of attempting to work out our business dispute in private,” Jeter said in a statement to The News last month. Derek Jeter backed out of deal to promote Swedish underwear line Frigo because 50 Cent would make it look too 'urban,' lawsuit alleges A lawyer for RevolutionWear stood by the company’s legal claims Tuesday. “Derek Jeter defrauded RevolutionWear, blatantly breached the fiduciary duties he owed to it and utterly failed to perform his contract with the company,” lawyer Joseph Tacopina said in a statement. “According to RevolutionWear, Jeter’s misconduct caused the company to incur losses of at least $30 million, which the company is seeking as damages in this suit, along with punitive damages for his fraudulent conduct,” he said.