When we first started talking about actually launching a men’s lingerie brand, we had the idea that we might get some negative comments from people, some frightened ‘haters’ might pop up and cast their gloom on our happy little business, but we naively had absolutely no idea, and were totally unprepared for, where the real trouble would lie...
Anna, who works in the little Moot team, knows one such man quite well. A child that she once taught in her school class, with whom she has kept in touch with over the years. A little boy who struggled to fit into the sporty world, the popular crowd, a boy who knew early on that he had to hide the things that he really liked for fear of being laughed at. Well, just have a look at him now.
To bring a real diversity to our range and to create something of a starting point for men who were wanting to take a step into a different choice, or for other we asked ourselves what we could do to put a Moot stamp on a pair of boxers. How could we bring the ordinary into the realm of the beautiful and sensual? The Parisian started to take shape. We had to make them generously, the fall and the pleats of lace around your waist were really important tactile elements. We also wanted to include the pouch at the front, both for support and to present you well, and we had to get the right tension in the underneath seam...
When you wear Moot, you feel good not only due to the beautiful designs you are wearing, but also by knowing that you are making a conscious choice to support a business with deep rooted principles. You are making a choice to vote for a fairer way and we believe that is a truly empowering feeling.
In fact, what was actually stopping me was confidence. If I was going to start a business based on selling fantastic underwear exclusively for men, then I had to do it with integrity, and this meant putting myself forward to be the man behind Moot, rather than it being some faceless corporation.
