It’s fair to say that men’s fashion is a growing trend, with many more of us guys taking the time to dress ourselves, defining our style and creating our ‘image’ as we want others to see it.

Understandably more so now, our underwear choice is just as important to that style we create than ever before. Possibly down to the fact that our pants are on show to the world more now than in the past.

I’m sure it’s been noticed in the office whether a guy is wearing some fitted briefs and is showing some jaw-drooling VPL framing a perfectly formed ass. But the exposure doesn’t just stop there.

This month sees the addition of a new and different collection entirely for the British Brand, Bum-Chums, who are challenging these beliefs and testing it with 2 styles of underwear in their new “Closet Collection”.

Possibly named so for a couple of reasons; maybe their colourful and brand-less elastic waistband bringing colour and variety to the underwear wardrobe, or possibly due to their absence of a branded waistband, which identifies all of their other pants.

This new “Closet Collection” sees the introduction of two new styles of underwear, including the “Purple Rain” and the “Blue Eyed Boy”. Available in their Signature Brief and Hipster designs, this collection also has included a Thong, in response to their recent online customer survey on social media.

Craig, founder at Bum-Chums, told us that “Customers have contacted us asking for more variety within the underwear collections, and we had several requests for a couple of more discreet designs. We took a look at what we were doing and decided that we’d introduce a ‘locker-room friendly’ collection for people who might be conscious of their underwear brands in the changing room at the gym. Not everyone is as comfortable as you or I in wearing Bum-Chums in front of other guys”

This theory may be about to be put to the test with the two styles online now to buy at Bum-Chums today.

The Purple Rain is a nice touch of bright Purple Polyamide fabric with the addition of a striped Purple decorative waistband. Seemingly in homage to the passing of a late, great hero, Prince, the Purple Rain is available in the Bum-Chums signature briefs and hipsters as standard, but also with the introduction of a waistband finished Thong to boot.

In addition and in contrast, the pastel Blue addition of the “Blue Eyed Boy” Style gives a subtle colour suggestion to the collection. The pale blue styles are also available in briefs, hipsters and thongs, all finished with a blue striped and brand-less elastic waistband.

It’s an interesting point that the quirky gay-brand “Bum-Chums” have made and we’d love to see the results of these tests being run. However, the non-branded waistband certainly does prove a locker-room friendly option for their pants for guys who may not be comfortable sporting a gay brand in public or in front of other guys. It also brings a bit more variety to their growing collections.

Either way, these British made pairs of underwear are reasonably priced and available online at Bum-Chums today and the guys there reminded us that you receive 15% discount on your first order when you sign up to their newsletter and for those who have signed up already but not received your discount code… You can use this one until the 13th May: OURBAD

You heard it here first.

Brief                £15.99

Hipster           £15.99

Thong            £13.99

www.bum-chums.com Available and online now


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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