Men’s underwear fashion at in the UK is constantly changing. In the simplest sense this means fresh deliveries virtually every day, but in the case of DGU it also means updates and upgrades for best sellers, the disappearance of others, and this season the return of two international brands to the online store.

Deadgoodundies is very unusual in global sales as well as its local market, stocking many collections that have minimal, or zero, presence even in top city department stores. The website has a loyal following who rely on DGU to provide the latest designer lines, classic men’s boxers and briefs, and carefully chosen male swimwear and loungewear from their favourite names – all in one place.

This month Adam Davies reveals the latest developments, arrivals and returners… He says: “It’s not just the number of seasonal and permanent collections available on Deadgoodundies that’s a hit with consumers, they also appreciate the depth of choice from each designer and the constant refresh of our selection. 

“There are a lot of great new male underwear brands out there but not every one is right for the website (, usually because there isn’t enough choice in men’s micro briefs and thongs, sometimes none at all because the whole range is boxer briefs. Our customers trust us to find them the best men’s underwear in the world, in the shapes and fabrics we know they like.”


Sukrew is a British brand dedicated to sensual men’s underwear – and boy is it popular on DGU. This body conscious, enhancing collection develops constantly, most recently with the Bubble Thong in Lincoln yellow, Dover blue and Garrison red, followed swiftly by the Sukrew Lincoln, Dover and Garrison Jockstraps (also £15.99) using the same silky microfibre. Sukrew adapts rapidly to consumer demand, recently launching pure cotton designs which also received a warm welcome.


The original ergonomic underwear brand on DGU, Ergowear has re-engineered its best-selling X3D designs completely to create the new X4D bikini brief, thong and mini boxer (all in black, white, pastel Gatsby pink or divine Chrysler grey). Any ‘update’ can worry diehard fans of existing designs, but X4D has gone down well at Deadgoodundies because it is familiar but sufficiently different, with very body-friendly seams, the brief and thong are made from a single piece of fabric to guarantee absolute smoothness, and proportions in different sizes have been reworked to tailor the fit even better.


Always wickedly sexy, Manstore is a guaranteed hit in the UK and with DGU customers all over the world, for one-off designs and seasonal colours in favourite ranges. M800 has always led the way but the philosophy has changed – previously black and white were available all year round, topped up with fresh versions twice a year, but now all M800 is seasonal so it can run out! Silky translucent M800 shapes include a Tower String, Ultra Jock, Cheeky Brief, Hot Pants, Micro Pants, Ero Pants, Low Rise Brief and Hot String Pants. The latest colours are bright yellow along with a black and yellow print called Virus.


Andrew Christian’s instantly recognisable, sexy designs have returned to Deadgoodundies – and gained instant attention from current customers. First to the top of the favourites list is the Flare Lace Almost Naked Brief £24.00 ( but it’s still early days… 


Another brand revisiting Deadgoodundies is Impetus from Portugal, due to land any day now. One of the reasons behind this return is fond memories among many DGU customers of Impetus’s seam free underwear. So of course the new line-up will include the Impetus Cotton Seamless Brief (83% cotton, 10% polyamide, 7% elastane in black, white, navy or grey £13.00). Watch the NEW IN page for the first delivery of repeatable styles with lots more to follow for spring 2020.


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

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.