They are the first thing you put on and the last thing you take off. There is an emotional connection between good underwear and feeling good. A good pair sets you up for the day — and equally, if you have a niggle in your pants it really puts you off your game.
You need to think of them as part of your outfit. Men think carefully about everything else they put on, but their underwear is an afterthought. They will happily wear someone else’s name in big bold letters around their midriff, yet would never dream of wearing a massive slogan on their chest.
You do not want to be eliciting humour from that area of your body. Cartoons, jokes, comic strips on your pants — when it comes to the crunch, it is not a good look.
Boxers can be interesting. To be fair to men, they haven’t been offered much in the way of inspiration or design for the last 20 years. There has not been much choice and most are pretty poor quality. What we are trying to do is reinvent the boxer with quality materials, attention to detail and modern tailoring expertise.
Underwear has a life expectancy. It gets used every day, causing wear and tear. Even our underwear, which is made of high grade cotton and has double-felled seams for durability, should be replaced every 12 to 18 months to avoid looking threadbare.
Different activities demand different underwear. If you’re wearing tailored suit trousers, huge baggy boxer shorts will ruin the line of the suit; if you’re playing sport, you need something flexible. We do boxers for sport, boxers with a tailored, narrow leg for well-fitting trousers, and boxers for when you’re feeling more relaxed.
Boxers need to be breathable—and it’s important to regulate temperature down there. For hygiene reasons and for comfort, our boxers are two ply cotton—a natural fabric with a much better feel.
You need to wash your underwear—and wash it well. You don’t need to wash it over 30C — it’s the detergent that does the work, really — and don’t use fabric softeners!