While there’s virtually no end to the variety that can be found in the world of women’s panties, men’s underwear has traditionally stayed within the same, limited range. Aiming to encourage fashionable males to begin thinking “outside the jocks,” Australian Sly Underwear has rethought the undergarment with a fresh take on youthfulness and style. With a wide range of designs including one pair that looks like it’s made from denim, Sly Underwear’s product line focuses on three styles: the “workhard” version designed for everyday wear without any leg ride-up; the “playharder” model with bold graphics and longer legs; and the “resteasy,” with a generous cut and breathable fabric. All include at least one leg pocket and fabric is a blend of cotton and elastane. Coming soon is a line for women, according to Sly’s latest catalogue. Pricing begins at AUD 19.95. In addition to donating 1,500 pairs of underwear to victims of Australia’s recent floods, Sly is currently also donating AUD 2 from every garment sold online toward recovery efforts, it says. Sly Underwear is currently available from the company’s online store as well as through select Australian stockists. Retailers around the globe: time to revitalize men’s underwear in your part of the world? (Related: Subscription service for men’s underclothes — Luxury women’s panties by curated subscription.) Spotted by: Caralee Caldwell

26th January 2011

Email: online@slygroup.com.au

Website: www.slyunderwear.com