Alex and I (Yang) grew up on opposite sides of the world. Alex in the States, me in China. After meeting in a hostel in Thailand and years of long distance, we decided to join in the middle and make the UK our home. Whilst working in finance, Alex regularly complained about his underwear not fitting properly. After not being able to find a solution in the market, I decided to do something ballsy about it!
The men’s basics market has largely been dominated by high street brands which have failed to innovate over the past decade. Most essential wear products are the result of mass production with lack of thought regarding fitting and are often made of cotton that doesn’t breathe well, rides-up, or even chafes. Legacy brands primarily focus on winning over women, relying on hyper-sexualised selling tactics which fail to connect with men of today. Beyond the product itself, our aim is to be a positive inspiration for men to be bold. We believe ordinary men are capable of extraordinary things. Our messaging utilises bold colour schemes and slogans to make you smile. The brand leaves men feeling confident, comfortable and fun which we believe is how underwear should make you feel.