To deliver new standards of quality, fit and innovation in men’s underwear production. To ensure everything we do reinforces our aim of becoming the undergarment of choice for today’s male.  

Beginnings

Probably the way most ideas come to fruition – through a gap being spotted. Jameswinston Co. founder, clothes freak and company director Brian James decided he was getting out of a volatile I.T. hardware market in 2003. With the move made, much time was spent relaxing and travelling Europe and America unsuccessfully contemplating what to do next. After developing a retail therapy habit on these trips, James slowly realised how hard it was to find quality, well - designed men's underwear at decent prices. He was similarly uninspired by cheaply made, ill-fitting cuts in 'standard issue' colours or 'wacky' designs in sweat - inducing fabrics. James’ biggest problem was having zero knowledge about underwear construction or its production. Regardless, after an up and down year of preparation, Jameswinston Co. launched in October 2006...

What we’re about

Jameswinston Co. takes its lead from the shape of classic swimwear to create a modern slant on contemporary men’s underwear. Every consideration of the male undergarment requirement has been taken in developing our signature styling. We appeal not only to the body–conscious man, but to the man who believes his underclothes should look as good as anything else he wears. Whether you’re a city worker, footballer, extreme sportsman or simply out ‘painting the town red’ we know you want to wear supremely comfortable, high quality underwear with an incredible fit. We also know you want a genuinely practical, undeniably stylish diversion from the norm.

Put simply, we make great fitting, individual, coloured undergarments for the style-conscious male. Jameswinston Co. exists to challenge the conventions of an often staid, complacent underwear industry, yet is just the start of a commitment to deliver style in everything we do.

Who buys ‘Jameswinstons’ ?

Good question. Of course, we don’t want to set firm boundaries (probably because so many women buy underwear on behalf of their men) but any male from the age of 16 – 60 who wants to wear underwear that looks, feels and fits like nothing else!

Quality standards

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. 

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