Kind’s Of London: The Luxury, Inclusive Men’s Underwear Brand That’s On A Mission To Reduce Their Environmental Impact

Luxury, inclusive men’s underwear brand, Kind’s Of London, – is on a mission to provide exceptional essentials for the ‘modern man.’ The brand provides high-quality craftsmanship and production, with a strong emphasis towards minimising their environmental impact.

The collection includes micro-modal boxers and trunks in black, blue and grey, as well as cotton-ribbed socks, with all of their products available in a wide range of sizes, to be worn by everyone: from XS to 3XL (waist 28” – 42”).

After two years of sampling, sourcing fabrics and manufacturing (and COVID-related delays), Kind’s Of London launched in Spring 2021, and was set up by Lily Georgiou, – who comes from a background of luxury brand management.

Lily completed her Master’s degree on a subject of which the final thesis sparked the idea for the brand. She studied male consumer behaviour, and their attitudes towards luxury brands, and the consumer purchase journey. During this period, she noticed that the market for essentials and basics for men was underdeveloped.

Many brands introduce menswear merely as an extension of their existing operations across their womenswear and unisex categories, yet men desire something that is more tailored to their needs. And after extensive market research, Lily spoke with various people about men’s underwear, and the writing was on the wall: she decided to create a brand that addresses men’s needs, – especially when it comes to size-inclusive products.  

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Lily said: “Being a woman who is starting a menswear brand (a men’s underwear company), I struggled with thinking whether I could or should be doing this. But, I have a supportive network encouraging me, I work with amazing people throughout my supply chain, and I meet other women in menswear.

She added: “Not coming from a fashion background was also a real challenge in the beginning: the terminology a factory will use, the details you need to know to produce a garment to specific technical specifications. And not having any factory connections: I met my manufacturer by talking to a woman in the park one day when we were both walking our dogs. Conversations like this with a lot of serendipity have really made it possible to get where I am today.” 

Lily’s business has received many positive reviews already (on their Instagram page), and she took part in a special feature on a fashion podcast, called menSwear by a Woman.

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