As consumption moves from bricks to clicks, a new generation of digitally native brands is changing the face of retail. From razors to trousers, glasses to mattresses, this new generation of powerful online-built companies are disrupting traditional industries with innovative products and more in touch branding. JustWears, a London company, is now doing the same for men’s underpants.

Premium men’s basics have largely been dominated by high street brands which have failed to innovate over the past decade. Most essential wear products are the result of mass production with lack of thoughts in comfortable fitting - made of cotton, don’t breathe well, ride-up or even chafe.

Enter JustWears

JustWears has been laser-focused on creating the only underwear your balls deserve. The secret for the best underwear on the market is a Micromodal fabric, paired with their patented design. This ergonomic design prevents discomfort associated with traditional underwear brands.

On the ball...

“The main thing that has made JustWears stand out is our signature pouch design which separates a man’s package from his balls. We call it a palace for your phallus! By using ventilated fabrics on the underside of this area, it provides men with more space and airflow where they need it most.” Says Yang Liu, Co-founder and CEO of JustWears.

A revolutionary fabric

Their very own textile MicroModal Air is derived from sustainably grown, renewable beech tree fibres. These super fibres are 50% more absorbent and breathable than cotton, drying quicker and keeping the body pleasantly cool all day long. This has positive impacts on sperm count, as well as reducing skin irritation. Better yet, the underwear is anti-bacterial, fighting against body odour throughout the day.

You can see the different models of underwear and more information on their design and fabric on JustWear's website just-wears.com.