JustWears is on a mission to reinvent men's basics using premium, sustainably sourced fabrics and ergonomic designs. Since running the most backed apparel campaign on Kickstarter in the UK, they’ve sold 40,000 pairs to 10,000 customers in 73 countries and have been featured on BBC Dragon's Den. Made from soft cellulosic fibre, MicroModal Air, all underwear is manufactured using a natural, high-performance fabric that is sustainably-sourced from Austria and feels 5x softer than cotton. It all started when Alexander met Yang Liu in a Bangkok hostel, and they lived on opposite sides of the world. After years of long distance, they decided to meet in the middle and make the UK their new home.While working in finance, Alex regularly complained about his underwear not fitting properly. When he couldn’t find a solution in the market, he decided to do something about it. Together they travelled around the globe, testing thousands of fabrics and prototypes. What began as an idea quickly took off on Kickstarter, and within the first 30 days of their crowdfunding launch, they had thousands of people pre-ordering their underwear. JustWears quickly climbed the charts to become the most backed apparel project ever in the UK. They were then invited to pitch on BBC Dragons’ Den where Touker Suleyman said “you two together will make it”.In this episode of the MenswearStyle Podcast we interview JustWears Co-Founder, Alexander Walsh, about the back story of this men's basics brand and how he believes many men's underwear brands are out of touch with the modern consumer. Our host Peter Brooker and Alexander discuss how JustWears aims to solve functional problems by using premium fabrics and ergonomic designs. They also chat about how to launch a successful Kickstarter campaign, the perfect sustainable fabric for underwear, the importance of consumer research, and how brand loyalty can be disrupted. Whilst we have your attention, be sure to sign up to our daily MenswearStyle newsletter here. We promise to only send you the good stuff.Support the showOur new store shop.menswear.style is now live!