The idea of underwear brand
We were three friends back in 2003 who got an idea about men’s underwear in a bar conversation. This conversation covered many issues during the night and one important one was about how men should look like (we really liked the movie “Fight Club” and the main characters were pondering this same question in one great dialogue in the movie). The problem was that – like for the characters in the movie – this all-white-underwear -catalogue wasn’t for us. Of course we didn’t know that these ads were made for women who bought the majority of men’s underwear at the time. So we wondered why the underwear game doesn’t have any balls? Why do these ads look like underwear ads for women expect there are men in them? These ads were so obviously boring that it was like an open invitation – Make a better underwear game. So the idea stayed alive.