Elldrew Esquire, Planet Elldrew

The Best Briefs in the World?

31st May 2014
mens-underwear

We’re not usually seduced by just reading an ‘About’ page, but when we came across a picture of this new boxer briefs company, we were hooked…we couldn’t have said it better, so lose yourself in their own words whilst we look at placing an order. 

THE PERFECT SON

“Underwear is the first thing we put on in the morning. It is our shield of protection against the daily grind. The gesture of choosing the first garment that is going to touch, wrap and protect us might seem trivial but it is not. The choice of colour and texture may be a crucial indicator of the events that will unfold during the rest of your day. There are ordinary briefs, the sexy ones, and the ones with good or bad vibes. How much of our underwear becomes precious due to a memorable event (or vice versa). Your underwear can be a good omen and influence the rest of your day. It might seem like a subconscious decision that we take freely, to select one or another, to discard one or caress another.

There are different rituals that depend on the day of the week. The Perfect Son is a project that takes those rituals seriously and gives them the importance that they deserve.

It all started on a beach in Alicante during the holidays. It was back then that Jose hesitated about his future after a long and successful career in fashion. A medal inherited from his father inspired him to make a radical change and decide to combine his extensive experience with his sensibility. He needed to offer something new to the world. Something authentic, respecting the heritage of craftsmanship that is in his blood. A tribute to his parents that, despite his imperfections, had always supported him and believed in him. Out of this longing was born the Perfect Son. The best brief in the World.”

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