Our story began with a seemingly simple idea: to create the perfect pairs of underwear for the man who wants more from life. We didn’t want them to only fit great but to look even better. But that was not enough. We wanted more. We just didn’t yet know how.

After a while, when we were looking for the best possible eco-friendly materials for our production, to our surprise we discovered how much leftover fabric was simply thrown away at factories all over the world. It didn’t make sense – wonderful bits of cloth in a perfect condition were simply taken to landfills. How incredibly wasteful, we thought.

Then it hit us. We could use these leftovers to make our perfect pairs, couldn’t we? Could we? 

But how? How would we take leftover fabrics from all over the world and turn them into premium pairs? Upcycling like this had never been done.

The answer seemed so simple and straight-forward when it finally got to us. We could just move our production closest to whichever factory with the most suitable leftover fabric, wherever in the world. This way we made sure we had the most premium fabric, the smallest transport-related footprint and the only downside would be that we could do only limited-edition collections. But the latter didn’t feel like a negative, rather just like a mini mission-accomplished.

It made so much sense as this way not only would the pairs be made of some of the best fabric out there and thus would feel & look fantastic but they would fight wasting precious resources. 

So it was time to make it work. With some ingenious design & development by our team, we got to a process that produces underwear that is not only great for our customers but also for the planet. 

And that’s how you do real feel-good pairs of underwear.