Why we started the brand

After years of disapointment and frustration with the state of men's underwear, we decided to make a change.

For too long, we have all fallen victim to "buying the brand" around our waist, with little to zero innovation in product design, transparency within the supply chain, or passion behind the product.

We believe underwear is the fundamental core of any wardrobe, and should not be an afterthought.

After two years of testing, learning and developing, we released our first range.

We design every product from scratch, obsessing over quality, functionality and aesthetic, and have lots more to come.

It's time for change down below.

Join us, and upgrade your underwear.

All the best,


Founder of AH.