6London-based brand, ZLDN Underwear, has launched an ultra-comfortable boxer brief that promises to put and end to ‘riding up’. The ultimate boxer brief is made from MicroModal® – an Austrian technology fabric which is three times softer than cotton and made from sustainably sourced Beech trees. They have re-invented the boxer brief with an anti-ride-up technology adding in three more construction panels than the average boxer short.

The independent underwear start-up has found success in launching ‘The World’s Most Comfortable Underwear’ on Kickstarter, raising more than 30% of its fundraising target (£6,000) just 48 hours into the campaign.  Key features include:

  • Incredibly soft. MicroModal® is THREE times softer than cotton according to the Japanese Kawabata softness scale.
  • Anti-ride up. 7-panel cut, x3 more than Calvin Kleins, which means no awkward riding up
  • Sustainable. Fabric made from sustainably sourced beech trees.
  • Breathable. Naturally breathable, moisture wicking and odor deterrent.
  • Brushed elastic. Softened, brushed premium elastic.
  • Signature bold prints. Original ZLDN-designed prints inspired by Dutch Wax and the 90s.


The brand started in 2014 with humble beginnings, using the founder Jack Hicks’ parents’ garage as a storage facility to save money and selling boxer shorts online, at London markets and in independent retailers across London. Since launching, the brand has sold more than 3000 woven boxer shorts. Now it hopes to accelerate its growth with the launch of its latest product which is some of the most comfortable underwear in the world.

After successful sales of their ‘African print boxer shorts’ Jack Hicks has moved the focus of the brand toward comfort while still embracing bold print following market research and customer surveys. Using money from a Virgin Start-up loan Jack Hicks began developing the most comfortable underwear possible at the start of 2016, traveling to Paris where he discovered a MicroModal® made from sustainable Beech trees.


The innovative new boxer briefs have been the result of over a year of product development. Director Jack Hicks elaborates on the design process:

“Men spend more than half their lives in their boxer shorts – that’s nearly half a million hours! Sadly, too many guys settle for high street brands that are over-priced and uncomfortable. We sold 1000s of bold-printed woven boxer shorts and decided to focus on what guys look for in the perfect pair. Having asked more than 300 of our customers, we focussed on comfort and prints. We traveled the world in search of the perfect fabric and sourced the absolute best materials. We challenge anyone to find a more comfortable pair.”

Discounts of up to 50% off the retail price are available for backers who pre-order the boxers on Kickstarter with options ranging from one pair through to packs of seven. Limited edition MicroModal® shirts with a tailored fit are also available through the Kickstarter campaign.

ZLDN’s Kickstarter run from 30 November through to 23 December.


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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