So, I was thinking about the perfect thing to post for our first real post on the new UnderWhere? Blog and decided to start with the basics – white briefs. And with a quick search I landed on the designer/store: The White Briefs from Sweden who’s underwear is as classic and stylish as it get. But it gets better:
The White Briefs started up in 2009 with a goal:
“The company started as an antithesis of the enormously marketing-driven underwear business. The White Briefs wanted to create underwear that is good for the environment and for the people who are going to wear them. Working with a GOTS (Global Organic Textile Standard) certified producer in Europe ensures not only organic products but also the ethical values that are equally important for The White Briefs.”
So with The White Briefs you can feel good about feeling good in your underwear.
Their men’s underwear collection consists of classic styles: briefs, trunks, classic boxer shorts and even some hot mesh briefs – most made of 100% organic pima cotton. And despite their name, they not only carry their underwear in white but also in grey, black and sometimes navy.
Their photography is stunning in it’s simplicity and their models are equally as stunning.
Be sure to check out their website and don’t forget to bookmark it!
Here’s a few more photos from The White Briefs:
