We’ve Misunderstood the Most Famous Gesture in Tennis

We’ve got it all wrong. It’s not about bad underwear. Over the years, a certain underwear brand has received an impressive number of emails from people convinced they’ve spotted something no one el...

As Your Underwear, So Is Your Day

With Father’s Day approaching (in Finland), it feels almost natural to talk about men—and about fathers. And about how fatherhood tends to be represented. Back in the golden age of Facebook, Father...

The underwear that wouldn’t quit

Some people measure a decade in wrinkles, promotions, or how many times they’ve moved house. I’m starting to measure it in underwear. Last week, I spoke with the founder of the other danish guy as ...

Sometimes the best thing we can do is get dressed for ourselves

In summer, perfection wears white linen. The magazines won’t spell it out, but you know what they mean: be radiant. Be tight. Be relaxed, but in a carefully curated, sun-drenched kind of way. Arriv...

This article is brought to you by underwear that doesn’t ask you to change.

It’s a little ironic, isn’t it? The influencer reminding you to love yourself - usually someone who hasn’t touched bread since 2007 and whose holy trinity consists of a supplement sponsor, a Pilate...

Where Your Underwear Comes From (And Why It Even Matters)

A particular friend of mine once dated a gentleman who owned precisely two pairs of underwear. Yes, two. As you might guess, they were kept immaculately clean: one pair worn, one pair folded to ori...