Men’s underwear has hardly come close to the huge creative element we see in women’s lingerie. Usually a pair of boxers or basic briefs is the extent of a man’s undergarment wardrobe. For the most part companies like Hanes and Fruit of the Loom have dominated the market for decades.

The UK is known for innovation when it comes to fashion. Always on the cutting edge and leading the way to fashion forward thinking. Well, Jameswinston Co. is one such company to be doing just that. Initially launched less than two years ago they are already garnering the attention of editors in the US, Canada and Europe.

Brian James is the man behind Jameswinston Co. After realizing that there was a niche market for colourful men’s undies he took hold of this opportunity. Television shows like ‘Queer Eye for the Straight Guy’ and ‘What Not to Wear’ have really introduced men to the idea that you don’t have to be gay to enjoy mixing colour into your closet. Brian James said he’s always been obsessed with stylish clothing. He shopped everywhere from thrift shops to high street. That being said, Brian James creates a line of men’s underwear with a mix of innovative colours, new cuts and original styling.

James talked about various influences on men’s need for change in a classic item often viewed more for its functionality than its style. “The influence of the colourful hip-hop culture meant that a guy who cares about putting his colours and shades together was definitely going to take a look at underwear.” James said. It’s very true. Urban and pop culture has made an impact on sense of style for men across the board. Celebrities like Brad Pitt, David Beckham, Sean Combs, and Will Smith have made a big influence with their own personal style on how men dress. We’ve seen the emergence of men’s magazines, men’s skin care and self grooming industries growing worldwide. Men are just as concerned about their looks as women can be.

When asked what type of man wears his garments James responded by saying, “The guy who buys Jameswinston is happy to express his individuality. He has attention to detail, pride in his appearance and doesn’t need to get ripped off in order to obtain genuine quality, style and a great fit.”

Men’s underwear may seem like a product that lacks creativity and innovation. But, this line has a way of making a man’s body look so good. “No underwear looks like ours and I guarantee you the sheer quality of colours…I really believe our dyes are the best shades out there.” James said. The line is designed to mold around a man’s body creating an aesthetic shape while maximizing comfort.

The cut and construction is supreme for the value you get. The company created ProFil Panel TM. It is a very well cut, double layered panel that helps ‘absorption’. Its shape means that a man can ‘position his assets’, as James put it, to display yourself as well as possible. “Our attention to style and fit is how we will build this brand,” He said.

Just like a women’s push-up bra makes the most of her assets, Brain James said it best about his underwear, “We feel putting on a pair of Jameswinstons will make the most or your God-given’s.”
http://www.jameswinston.uk.com/