To celebrate London Craft Week, we will be hosting a talk and Q & A session with our founder Olivia Francis on the craftsmanship that goes into our boxer shorts. There will be a drinks reception in our store at 39 Chiltern Street, W1U 7PP on Wednesday 3rd May at 6pm. Please join us, we would love to see you. To reserve your place email: firstname.lastname@example.org
London Craft Week is an annual event showcasing the very best of international and British creativity and craftsmanship. The program spans a broad spectrum of celebrated masters, famous designers, brands and galleries all with a focus on celebrating craftsmanship and a commitment to the cause. This year we are delighted to take part in recognition of our approach to men’s underwear, specifically our boxer shorts.
Craftsmanship and men’s underwear have not traditionally been commonly associated. Butx as the first thing you put on and the last thing you take off, we believe that underwear is the cornerstone of the wardrobe and should be treated to the same meticulous craft and process as outerwear.
Our starting point was the unloved and overlooked boxer short: A garment that has remained virtually unchanged since its conception in the 1940s. Originally designed for boxers to wear in the ring, they were characterized by a loose fit to offer unhindered movement of the legs.
This loose fit with excess fabric and overly elasticated waist became impractical for modern wardrobes and the prevalence of a narrower trouser leg. We set out to reinvent it.
Our approach borrowed expertise in both craft and construction from a long-time Savile Row tailor to achieve a modern, more slimline silhouette that still delivered ease of movement and total comfort. We went through an arduous design process involving sixteen iterations of a complex pattern to get to the perfect fit. Other details include double felled seams and a flat fronted waistband inspired by gripper boxer shorts of WWI era due to a shortage of elastic because rubber was required for the war effort.