New innovative men’s underwear brand D.HEDRAL announces Selfridges as its first worldwide stockist.

Launching in-store and online today, Selfridges offers the iconic ‘Gigolo Joe’ style (including two new colours) as well as ‘Sid’ briefs and trunks.

D.HEDRAL is the latest evolution in men’s underwear offering improved fit and maximum comfort.

Developed over three years, D.HEDRAL utilises patented ‘Anglefit’ technology that factors the roundness of the wearer’s bum to create a snug second skin.

‘Anglefit’ introduces three angles (135° Slim, 115° Average, 95° Full) that change the capacity and support of the underwear, allowing it to cling and stretch perfectly over the natural curves of the body to create a flattering silhouette.

Think of D.HEDRAL as the difference between investing in a made-to-measure shirt compared with off-the-peg.

This innovative concept combined with the finest lightweight luxury Italian fabric ensures supreme comfort and breathability.

Prices from £26 – £31 per pair D.HEDRAL is available exclusively at Selfridges Oxford Street and


Tim is the founder and editor of Underwear News Briefs. He has been an avid underwear fan since the age of 14! He founded UNB in 2008 and has continued to broaden his underwear love over the years

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