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JustWears is a tech-enabled brand redefining men’s basics. Starting with underwear, our products bring together ergonomic designs, next-gen fabrics and attention-grabbing innovation without compromising on style or cost.

Our mission is to deliver comfort, confidence and fun to the urban man.

How did it all begin?

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!

What sets your business apart?

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.

What is the concept behind your business or the problem you’re solving?

We are using advanced textile technology and ergonomic designs to solve real issues men commonly have but don’t speak up about, particularly around sweat. Our main stand out feature is our signature pouch design which separates a man’s package. We call it “A Palace For Your Phallus.” This creates airflow down under, prevents overheating and therefore improves comfort and even fertility. Our customers describe it as similar to having ‘Air Conditioning downstairs.’

Where to next/What is your brand vision?

We have a lot of exciting projects in the pipeline including further expansion into Europe and the US market as well as increasing our product offering. Watch this space!

Yang Liu

CEO and Co-Founder of


What do you feel passionate about/what drives you?

Helping people. I am passionate about solving functional issues that anyone can experience in their everyday lives, with high quality, environmentally responsible products that are accessible for all.

Share an example of early life that has shaped you?

Growing up in a small village in South China I first hand experienced the detrimental impact of cotton cultivation on my local community and the planet. It is imperative that brands shift to use more innovative, responsible materials and carefully consider the wider effects of their actions on the people and planet on which we all live.

Highlights of your business journey so far?

Difficult to choose so much has happened! Delivering a Ted Talk in Oxford at the beginning of this year 2023 has to be up right there. I felt so honoured and it was a real pinch me moment.

Key lessons you have learned along the way?

Never give up on something you believe in. Be bold, curious, kind and always ask questions!

Best piece of advice you have received?

Create your own luck. If your ship does not come in, swim out to it.

Advice to an aspiring entrepreneur or woman just starting her career?

Get comfortable with rejection. Every no is one step closer to a yes.

What funding route have you chosen for your business and why?

Initially we started off on kickstarter with equity free crowdfunding and as we advanced, we turned to venture capital and angel investment.

Some of the challenges you have faced and how you overcame them?

When people hear about the brand they are surprised that its CEO is a woman. Then they see the humour and fun that has become such a part of our brand identity and are even more surprised to find out that English is my second language. Being an immigrant has presented its own set of challenges (on top of those that come with being a female entrepreneur). The toughest time came when both my co-founder and I had our UK visa renewals declined because the Home Office was over its quota. Despite building a business and creating jobs in the UK, we were abruptly given just seven days’ notice to leave the country we call home. For the next four months, we had to manage the team remotely until we managed to return on a new visa. At the time it was stressful and it almost ended the business but we got through it and on the plus side it prepared us for the working from home life that the pandemic gave us.

Why is it important to support women-led business?

As a woman, I believe supporting female-led businesses is essential for a thriving economy. Women bring diverse perspectives and unique experiences to the table, encouraging innovation and fostering a more inclusive workplace and society. By backing women-led businesses, we promote gender equality and break down barriers for women entrepreneurs, creating a better world where everyone has the chance to succeed.




Yang Liu

My inspiration is...

My friends and family.

My greatest fear is...

Not trying.

The most courageous thing I’ve ever done is...

Following my dreams and believing in myself.

Guilty pleasure?


Mantra you live by?

Be humble but have balls.

Female role model?

Sara Blakey from Spanx.

Women-led brand you love?

All of the Buy Women Built Brands are great!

Top productivity tool?


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