Heat from down below :: Jameswinston Co. Underwear
It takes a lot to stand out from the underwear pack today, especially if you begin by eschewing the larger retail chains and mainstream distribution methods, but Jameswinston Co. has been making a splash with their Retro and Neon collections, thanks to some smart design and clever word-of-mouth promotion.
Based in the UK, Jameswinston Co. offers designer underwear that are more than just a name or a trendy style. European underwear styles have long favored briefs and bikinis over boxers, but company founder Brian James has come up with a winning combination of boxer-briefs in a wide-ranging color palette and a perfect low-rise length. "It’s ridiculous that people still overpay for ’fashion’ items cynically made out of cheap, sweaty fabrics," he said.
These finely ribbed cotton trunks are expertly cut to fit the necessary contours, but comfortable as well. The fabric and colors of the Retro collection are soft and subtle, not aggressive or off-putting, and the combination is inviting and enticing, begging to be caressed and cradled. The pale hues and cloth labels lend a vintage feel to the Retro trunks, and the softness of the fabric feels like a favorite, well-worn T-shirt.
On the opposite end of the spectrum is the company’s Neon collection. If getting noticed is your aim, the club-conscious attention-getting threads of this selection (featuring apt names like ’Zest’ and ’Tang’) are sure to make the appropriately-loud statement. Billed as "21st Century Underwear," these two collections combine the forward-looking design of the future with a tried-and-true understanding of the need for present comfort.
Made of soft and practical fabric, these skivvies will keep your ’jewels’ cool in the heat of summer, and warm during the chill of winter. One of the problems of many tight, trendy shorts is the tendency for them to collect heat in the most sensitive areas, pooling sweat and suffocating skin. According to Jameswinston Co., "The cotton used in a pair of Jameswinstons is selected from the very best quality international fabric suppliers. Elastane lycra has been introduced to maintain the highest standards in comfort, aesthetic fit and shape retention after multiple washes."
This style offers support for the goodies while managing to avoid constriction - striking the ultimate delicate balance, and the key to a decent pair of underwear. That sort of style and simplicity are making for a well-deserved success story for the fledgling company.
"From the very beginning this has been a real-life David versus Goliath story," James admits."Our immediate goal though is to get guys showing off their ’Jameswinstons’ and raving to friends, family, pets... whatever - about this hot new underwear company!"
It seems to be paying off, as James recently announced that the line had been picked up by UK gay retailer Prowler Soho. Despite this growing success, the company maintains its determination to provide an individual, quality product at an affordable price. That sort of commitment comes from someone who knows his way around the undergarment district, and who has personally experienced the letdown of a disappointing pair of designer duds. Drawing on that, Jameswinston Co. has crafted an enduring product that is finding its place in an already-crowded field.
The current Jameswinston Co. range is available at www.jameswinston.uk.com and www.deadgoodundies.com
