JustWears is on a mission to reinvent men’s basics using premium, sustainably sourced fabrics and ergonomic designs. Since running the most backed apparel campaign on Kickstarter in the UK, they’ve sold 40,000 pairs to 10,000 customers in 73 countries and have been featured on BBC Dragon’s Den. Made from soft cellulosic fibre, MicroModal Air, all underwear is manufactured using a natural, high-performance fabric that is sustainably-sourced from Austria and feels 5x softer than cotton. It all started when Alexander met Yang Liu in a Bangkok hostel, and they lived on opposite sides of the world. After years of long distance, they decided to meet in the middle and make the UK their new home.