Be brief: New fashion brand starts at the very beginning

Österlen, Sweden – Taking the humble pair of briefs as its first product, a new company aims to perfect everyday clothing items through simplicity and quality.

Starting with underwear, The White Briefs will eventually complete a range of understated, high-quality everyday items, tapping into the needs of the growing numbers of value-seeking No-Frills consumers.

‘For me, it started with the wish to create the ultimate pair of briefs – pure, white and in a high-quality organic cotton,’ says co-founder and creative director Peter Simonsson, whose brand also sources production that has high ethical and environmental standards. ‘It’s also the reason why we developed other briefs, such as T-shirts, baggy jersey pants, kimonos, long singlets and panties.’

In tackling everyday items, and doing them simply and well, The White Briefs is tuned into the needs of today’s straightforward No-Frills consumer.