Our Story

How it all started

Hunting for designer clothing can be very exciting when you live in Milan. On a sunny Saturday afternoon, three friends – three young, brilliant tech professionals – decided to go shopping for men’s underwear around the Quadrilatero, the city’s famous fashion district. After window-shopping for hours, they realized none of the undies they’d seen, even top brands, offered all what they were looking for: real craftsmanship, health features, sustainability –and innovation. Later that day, while revisiting the issue over their espressos in a cosy downtown café, they came up with an idea: why don’t we create our conscious, health-friendly, and stylish men’s underwear ourselves?

“The conscious, healthy, and hi-tech underwear we looked for didn’t exist. So we created it ourselves”


A breakthrough in men’s underwear

It was a risky bet, but it was worth the effort. It took our three friends two years of thorough research to go from concept to prototype. They brought in all their expertise from the technology industry, while learning everything about natural materials, Italian artisan workshops, circular processes, and more. The result is a breakthrough product that is entirely designed and handcrafted in Italy, and that combines the most breathable organic, renewable fibres with an exclusive digital service that monitors your underwear and tells you when it’s time to replace it, helping you stay fresh and healthy 24/7. From underwear to smartwear.

“Our breakthrough product combines the most breathable organic, renewable fibres with an exclusive digital service”


Where do we go from here?

Men’s underwear is only our first step. We’re planning to expand our smartwear range soon with more clothing products that will look to physical and mental well-being, and to respect for the environment and communities from both an ethical and environmental standpoint.

“Men’s underwear is only our first step. Come back soon to find out what we’ve got in store for you”


Discover what kind of active man you are and get an exclusive offer

Find out what type of active man you are with our quick survey and get a special loyalty price for your first purchase! Whether your priority is technology, health, sustainability or life’s pleasures, we’ve got you covered with our smartwear.