"Survivor" winner Tom Westman Wednesday was named spokesman for Caribbean Joe clothing and products.

The New York City firefighter will be featured in the label's 2006 ad campaign and will also be making personal appearances on behalf of Caribbean Joe throughout the United States.

Westman, 41, won CBS's "Survivor: Palau" and was recently named by TV Guide as one of TV's Sexiest Men.

Caribbean Joe is part of the Apparel Holdings Group, which puts out the Periscope and Cupid's Cup lines as well.