THE WHITE BRIEFS started as an underwear brand in Sweden.
Creative director Peter Simonson worked for luxury brands before launching his own brand with his wife Henriette in 2009.
Having worked in the fashion industry for a long time, she developed a desire to "create high-quality underwear that is comfortable for the wearer, because it is the closest thing to the skin," and it was also an antithesis to the marketing-first industry.
Most of the items are made from 100% high-quality Peruvian Pima cotton, and are interlock-knitted with unique yarns, giving them a unique softness, suppleness, and strength that makes them resistant to deformation. The texture is comforting and relaxing.
THE WHITE BRIEFS is underwear, but we also recommend wearing it as a single piece for daily wear.
The smooth fabric and the underwear's tailoring, which eliminates excess fabric, allows it to naturally follow the contours of your body.
"I'll try to build up some muscle in my arms so I can wear this T-shirt well," and sometimes we put a little tension into our bodies. That may be one of the joys of fashion.
The men's line is unisex. The first item I ever wore from THE WHITE BRIFS was a men's long-sleeve T-shirt.
Even when worn by women, it doesn't look too oversized, and the flow of the fabric, which creates just the right amount of volume, is very elegant. The silk-like luster is beautiful, and it wonderfully overturns the fixed idea that T-shirts are casual clothing.
Since then, I have fallen in love with the brand and have continued to wear it like a uniform for a long time (it was also very helpful during my pregnancy when my skin became sensitive).
Another core element of the brand is its clean production background.
Nowadays, being "sustainable" has become a common standard in many industries, but when we first met THE WHITE BRIEFS and first founded the brand, the word "sustainability" was still a dictionary-level environmental term in Japan and had not yet taken hold in society as it has today.
Even back when there were not many apparel companies engaging in sustainable initiatives and GOTS (global organic textile standard) certification was rare, ethical standards were a natural standard for THE WHITE BRIEFS in creating products with integrity.
THE WHITE BRIEFS continues to create products with sincerity, taking into consideration the people and environment involved in production, from cotton harvesting to the dyes used and distribution.
Now that GOTS certification and Pima cotton are no longer rare, we believe that once you try these garments on, you will clearly feel the difference in their high quality and fine tailoring, which goes beyond just being "organic."
Whether it's a scorching hot day or a heavy snow day, THE WHITE BRIEFS is always in my wardrobe. It goes beyond being underwear and is clothing that I want to wear every day, regardless of the season.
