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On Trend: Under Armour

The days of utilitarian undergarments are over

Sep 1, 2014

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The days of utilitarian undergarments are over. There’s been a viral outbreak of brightly coloured and intricately patterned socks on the feet of otherwise conservative men, and it’s spreading north. “You still get guys who are a little nervous to come in here,” says Steven Townsend, one of the co-owners of the Briefing Room, in Edmonton, “but once they get into a pair of nice underwear, there’s no going back.” The selection includes boxers and briefs (and, yes, boxer-briefs) in a variety of colours and fabrics. And if you feel like stepping out into something more, ahem, tropical? Well, there’s plenty to choose from there as well.

Scandinavian Skivvies

To the list of things that Scandinavians are best known for – needlessly complicated DIY furniture, saunas, pickled fish – we can now add decorative underwear. That’s because Björn Borg’s eponymous line and Frank Dandy, two of the most fashion-forward companies in the business, are both Scandinavian.

Basic Blue

It’s best to start at the beginning, and when it comes to getting your gitch from somewhere other than the Bay, that means stepping into a pair from JM or Saxx. Better still, JM’s products are all designed and manufactured in Canada, which means you have a ready-made excuse for why you’re spending $30 on a pair of underwear.

Not Your Uncle’s Undies

If you’re ready to really experiment, sign up for the Briefing Room’s “Editor’s Choice” package. You just give them your size (and your credit card information, of course) and they’ll send you a new choice each month. “It’s an easier way for someone to pick something that might be out of their range of what they’d normally come in and feel comfortable buying face-to-face,” Townsend says.


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