About us

We have set out to change the way men think about underwear.

For too long the one thing we wear the most, is thought of the least.

We do daily
essentials properly.

After finding quality essential clothing such a pain to shop for, we decided to make our own – starting with underwear.

We don’t care for seasons, catwalks or ‘celebrity’ campaigns.

We like to keep it simple, and focus purely on crafting elevated daily essentials with a hassle-free shopping experience. 


How we do it.

We set out to redefine daily essentials, through focusing on using premium materials, specialist factories and functional design.


The materials we use are specifically chosen based on their aesthetics, technical qualities and environmental impact. Our first fabric is Tencel, made from sustainably sourced eucalyptus pulp.

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We spent over a year searching for the right partners that share our vision, and uphold to the highest standards of quality and ethics. Our products are designed, sourced and hand crafted in Europe from start to finish.

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Our focus is daily essentials; comfort, performance and functionality. We believe underwear is the fundamental core of a man’s wardrobe. We obsess over detail, every stitch counts.

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Fuss free returns policy.

Free shipping above £30, and 100% satisfaction guaranteed – returns are on us.