• As the first thing on and the last thing off. It shouldn't be an afterthought



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.



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.


The first project was a redesign of the traditional boxer short to improve the fit and make it more suitable for modern wardrobes and slimmer trousers. Inspired by the original boxing short, worn in the ring to make 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.