Our Story

In the spring of 2016 I studied for one semester in Santa Barbara where I spent a lot of time with Swedish girls from different parts of the country. On one particular occasion, my shirt slid up to reveal my slim fit underwear. One of these girls spontaneously blurted out:

“What are those? You HAVE to wear real boxers. Slim fit is the polar opposite of sexy”.

The other girls agreed and I was perplexed. I didn’t know what to say as I had always worn slim underwear. However, I decided to make a change. By the end of the day, my wardrobe contained ten pairs of boxers.

Despite my change of underwear, I was not really satisfied with the boxers I had bought. They felt a bit too airy and old-fashioned. I definitely felt like a gentleman, but I was yet to be fully convinced that I looked better in my new underwear.

I wanted a shorter version, just a little longer than a slim model - but more importantly - I wanted a softer fabric than the classic cotton boxers; to maximize the feeling of freedom and comfort. Upon this insight I decided to commence research into two extensive issues:

  • What is the softest possible fabric for boxers?
  • Do Swedish women really prefer traditional boxers?

Gentlemen, the outcome of the research was clear. If you did not know this before - younger women talk almost exclusively about men, and apparently, underwear is important. And yes, an absolute majority of Swedish girls really do prefer classic boxers. Our research discovered that the main reason is that traditional boxers brings out the best of any body type. Wearing a slim model is not a dealbreaker, but wearing traditional boxers will give you that important extra boost in their perspective.

At first I thought I might be putting pleasure ahead of comfort by changing underwear type, but I immediately fell in love with my boxers and I can no longer understand why anyone would wear slim ones. And, let’s face it - they undoubtedly look cooler.  

We are proud to offer boxers that are not just the preference of Swedish girls. You will feel better wearing 100% combed cotton fabric closest to your most valuable belongings.

Please do not hesitate to contact us for references.

Yours sincerely,