Years ago, after playing rugby, I remember in the shower rooms someone mocking another player about his ‘old man boxers’. Needless to say he wasn’t having any of it, and went on to explain that after a few washes they felt like silk, plus the stretch around the leg was super comfortable.
Now, this is a weird chat to have with 20 men in the shower room after a game, but so it goes. Over the next few weeks there was a tidal change. Every member of the team started wearing the same boxers without even thinking about it.
Why am I telling you this story? It’s because us men buy boxers we know. We’re not very adventurous and tend to stick to the same brand. Well, it’s the locker room again, and we’ve got a brand that you need to get to know.
You know how we like a good story behind a business. We simply can’t get enough of them, and British Boxers have a serious narrative driving their brand. Established by Debbie Price in 2013, it’s a story of sadness and joy, and, finally, of exquisite products.
Having cut her teeth as a fashion buyer in London, Debbie’s hard work lead her to become a senior partner of high-end nightwear company Bonsoir. Although her daughter’s diagnosis with the extremely rare Williams Syndrome meant relocation back to the North West with just £4,000 in her pocket.
The great, great granddaughter of the first ever Heavyweight Boxing champion Jem Mace, it’s fair to say that fighting is in her genes, and Debbie wasn’t going to take this knock, in the teeth of a recession, lying down. Instead this gave her the motivation to finally start her own business. And combining a love of nightwear and design, starting British Boxers seemed like the right thing to do.
Great Story. But Great Product?
Undoubtedly, yes. By their own admission, their underwear is a luxury. They only use the finest fabrics, for an exceptionally soft-to-the-skin touch. Incorporating two-fold cottons, brushed cotton flannels and piping details, each product is greatly considered by the designer. And the nightshirts and gowns are flying off the shelves, people just can’t get enough of the feel of luxury.
The boxer shorts and the socks are themselves manufactured in Britain, adding more weight to the company’s name. The stretch trunks and nightwear are made in Europe, but don’t get it twisted,
I’ve been a buyer for 20 years and tried 8 British factories, nobody has the right machinery to finish the waistband properly to the high standard I want.
Now that’s a commitment to quality that I think we can all get behind, right? Of course, as the company grows, the plan is eventually to be manufacturing everything over here. Starting to be stocked in Harrods, they’re certainly on the cusp.
With plans to expand their product line to include polo shirts, hoodies and zip jackets in 2017, we have no doubt that the name British Boxers is set to become big.