The White Briefs

Origin: 2009, Mossbystrand, Sweden

Designer: Henriette and Peter Simonsson

Fields : underwear, home wear

Biography:

It suddenly became reality after many years of willpower to do something together. Peter Simonsson with many assignments from both fashion and design companies wanted to create an outstanding essential label. Henriette Simonsson with her design background with an education in textile construction was the perfect formula to start The White Briefs. The company was established December 2009.

The white briefs are made from 100% cotton. The 120 grams interlock woven fabric has a smooth surface, properties to be flexible and adjustable to your body. That provides you with the best comfort. The fabric will always play an important role to the The White Briefs, the fabric we work with is 100% organic and carefully chosen.  The shapes are made to create a laid- back look that breathes coolness. We want to work with some dimensions that are a bit longer in body and arms on the Men side, the Woman is feminine and elegant with a dry look of coolness.  Double stitching on 7mm bindings, delicate details such as corozo buttons in a semi polished look. We work with the thesis: ultimate items. Whether it’s high, low, long, short, loose or narrow shapes, we aim to provide the honest and credible product that The White Briefs is. Peter Simonsson have worked in the fashion industry for 20 years and are the creative source of the white briefs. With extensive experiences from brand such as J. Lindberg, Dries Van Noten, Yohji Yamamoto, Y3- adidas and Bjorn Borg he walk this on path further with his partner in crime and spouse Henriette who comes from the interor design world.

They were nominated for Rookies of the Year 2010 by The Swedish Fashion Council

Style:

After trying to find a well-balanced product in the landscape of aestheticism, function and understated commercialism we found nothing. So, The White Briefs became reality. The White Briefs’ vision is clear, to meet the customers with a new range of compelling everyday items. The White Briefs is an essence-underwear brand with a generous and honest ideal. The shapes are classic with an eye on subtle adjustments and detailing. Carefully made piece by pieces with well-steamed cotton bags wrapping up the products in the recycled sophisticated minimalist packaging. All components play an important roll to accomplish an extraordinary experience. From the specific nature friendly corozo buttons to elastics, bindings, treads and refined fabrics we set the standard for the choosy consumer. The White Briefs takes social and environmental responsibility and delivers a high quality product in all aspects. Organic farming is a production method that not only respects human health and the environment, but is also a model of sustainable development, that improves the quality of the resources of local communities, helping them face global competition. We are using organic ICEA certificated fabrics