Member Article

Bumper first year for unique Boxer business

JustWears (previously JoeyWears), a unique underwear brand based in London, is on the rise, having seen over £145,000 sales in the first 12 months of trading.

JustWears, which originally launched as JoeyWears before rebranding in September this year, received over £80,000 from 1,547 backers on the crowdfunding site Kickstarter back in 2017, breaking the record of being the most backed apparel project in the UK.

Since then, the brand has gone from strength to strength, and is pegged to transform the traditional underwear industry with their ground-breaking design.

The underwear, which has been created by former Louis Vuitton talent, is made with an innovative pouch design, offering more support and better airflow to ‘the boys’; quick-dry fabric to keep the ‘jewels’ dry; and a cutting edge comfort that means to prevent riding up or chafing.

Co-Founder Yang Liu came up with the idea with her partner Alexander Walsh, after being frustrated at the lack of quality and durability of his underwear. The duo had the idea of filling the gap in the market by creating a line of men’s underwear that was breathable, comfortable and stylish.

Yang Liu said: “Men’s underwear is long overdue for a serious upgrade. We’re proud to place comfort, design, sustainability - and the ultimate customer experience at the heart of our products.

“The Kickstarter campaign really helped to establish our brand and concept, reiterating the gap in the marketplace and the demand for a product like ours was there.

“In less than 12 months of trading our company is making a sizeable turnover which further cements that people aren’t happy with what underwear is currently out there - and want a product that provides more comfort and is of a high quality.”

The ergonomically-designed garments, which are 40% cellulose, are made sustainably from Austrian beech tree fibres, which is 3x softer than cotton and has anti-sweat and anti-odour properties - and are produced in a non-toxic and renewable process.

The remaining wood left from the production process is recycled to heat and supplies energy to the production facility - meaning the production of JustWears actually gives energy back to the local grid.

Co-Founder Alexander Walsh added: “Our mission is to offer a sustainable product, made with superior quality fabrics, the perfect fit and an innovative design, to make your underwear the most comfortable thing in your wardrobe.

“For me, comfort is just as important as style, so why compromise? We’re excited to have entered the arena with a bang – watch this space.”

JustWears was launched in 2017, and is an online retailer of new underwear for the urban gent. With a worldwide reach, the company is already making a significant impact in the market.

This was posted in Bdaily's Members' News section by Alisha Griffiths .