Building an underwear brand from the bottom up
With zero experience in fashion or design, Daniel Charbonnet dug into his own savings to make a line of comfortable and durable men’s boxer briefs. Many many factory visits later, All Citizens is now busy scaling up.
Lisa Kriwangko
UNCOMFORTABLY warm or itchy fabric, legs that ride up, and wedgies - the struggles are real, for men and their underwear. “Not to get too illustrative but your family jewels tend to stick to your thighs, especially during the really hot and humid weather,” says Daniel Charbonnet.
Mass market brands were often very affordable but uncomfortable and not durable, while designer labels focus on aesthetics but not function, and they’re expensive.
“Somewhere in the middle, you have the new online brands that have marginally improved products. But they still carry high price tags. And so this led me to the question, why are comfort and affordability mutually exclusive?”
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