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Losing our Lingerie

Right! We have made a proper big decision this week. 

We are losing the lingerie. We are stepping into the Revolution. 

Suddenly, it’s startlingly clear that we should never have been using the word in the first place. Lingerie is an old word from the french term for ‘linen’ and was adopted by the English to avoid having to cause embarrassment when mentioning the ‘unmentionable’ 

We are not in the business of hiding what we stand for. And as much as we love the aesthetic of women’s designs, we are not making underwear for women.  We have used elements of the language of lingerie design, but we are creating sensationally exciting pieces for a man’s body. We don’t want to be confused with underwear for women. There are so many designers creating pieces for the traditional female form, we are stepping in, to provide a choice for those who identify as male but who enjoy the thrill of something way more than the mundane. 

Naming our items is harder than we thought and we are not even talking about the product inspiration names, like ‘Wilde’ and ‘Stardust’ - that bit is easy and exciting - we are talking about the basic, ‘What even are these?’ names.  We need our market to be able to find them in the vast swirl of the internet.

We know that the names we use may well not be the ones that you use, what we call a brief, you may call knickers, or pants. When we say ‘open’, you may say ‘ouvert’ or ‘crotchless, open bum, peep-hole’ - you may say ‘panties, thong, jock, string, g-string, micro-brief, sissy pants, tanga, body, cami, sexy undies, lacy pants, hot boxers, strappy briefs’ - there’s a huge range of terminology and due to the fact that men have not had high street shops printing out packaging and in-store signage for decades to homogenise the terms, we are all left using different names for the same thing. 

What we feel is right for us is to use the word underwear. That’s what this is. Pure and simple. It’s what you wear under other things. It’s a small revolution, away from what you’re expected to do. Slowly, we are taking down our lingerie and pinning up our revolution. The Moot Revolution. 

And although we want to tell you how fantastic our underwear is, we actually don’t want to make a massive drama out of something that we feel should be just ‘a thing that you are allowed’, if that’s what you prefer. We don’t believe that we should be ‘specialist’ or ‘underground’ in any way. We don’t need a fancy word to define us. We make underwear. Men’s underwear. 

It may be vastly more beautiful than most men’s underwear, but we can live with that. 


  • Roj

    I really like how you have composed your thoghts on mens underwar. Lately manufacturers are producing more and more underwear for men with a very feminine touch including panties, camis, slips, bras etc. I wear them all and see no reason not to dress in what feels good o nnext to my skin. I certainly do not hide my lingere either as I adore sheer shirts, exy straps should be vivible without feeling guilty. Panties are far more comfortable and easier to handwash apart from the sensual feel of feminine panties.
    The feel of wearing bras made fo men is erotically pleasureable giving a definite feeling of wellbeing. I also adore wearing mens feminine silky running gear, nothing wrong with that either as so hard to tell the difference.
    My view is youare very much on the right track in what you are saying and hoping you wil have avaiable a huge range of lingere (underwear) for men.
    Very satisftying to see this trend is becoming very prevalent by manufacturers.
    Love wht you are doing for us my shall we say advanced guys in our underwear desires.

  • françois

    I think men are entitle to lingerie too…
    not only underwear.
    We are not pushing any product now but for sure it will be name men lingerie.

    best luck for your nice and interesting adventure.
    and thanks to help men having their own…. lingerie

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