• As the first thing you put on and the last thing you take off it shouldn't be an afterthought

VISION

 

We believe that underwear and loungewear should be considered with the same attention to detail as outerwear. It should be an inspiring part of your wardrobe, not a compromise or an afterthought.

 

APPROACH

This means an uncompromising focus on fit, fabrics and innovative design not previously seen in the category.

It also means that comfort and quality are not enough. We think about how it looks in the mirror and how it makes you feel when you put it on.

BEGINNING

The brand’s first project was a modern redesign of the boxer short to address the ‘baggy nappy’ fit of the traditional style. Inspired by the original short, worn in the boxing ring to make prize fighters look and feel their best, our bestselling boxers are designed to do just that. The collection has since expanded to include a full range of underwear and versatile loungewear with the same progressive approach.

PRESS QUOTES

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