JustWears
JustWears is the British men’s essentials brand making seriously comfortable underwear — sustainably. Using silky-soft, breathable MicroModal fabric, they create supportive, stylish basics designed to rethink comfort, boost confidence, and reduce waste.
Yang Liu
CEO and Co-Founder
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.’
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!
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