As our name implies, all we want to do is to deal with briefs. We were inspired by our own demands for briefs — which must have quality and variety. We had to resort to placing orders from foreign web sites where we have to pay for expensive delivery charges, or begged friends to buy on our behalf when they go overseas. But we had to describe the intimate products to our friends until the intimacy was totally lost.

We realised that we were not the only ones. In addition, most Singaporean men only know of one kind of underwear, briefs. However, there are many other designs such as thongs, boxer briefs, strapless, bikini… etc. Instead of the conventional fare from departmental stores or most underwear retail outlets, we decided to introduce new concepts and ideas.

That was when we started talking about doing something to change the mindsets of people. We have all been stereotyped and are stereotypes. No more discrimination towards sexuality, race and nationalism. We hope to have a portal where we are a medium for those seeking their own voice.

But back to our briefs… Although Briefshop.com is driven to provide underwear that is basic and adventurous, comfort -- as well as the quality of the underwear -- remain our main concern.

BriefShop.com, underwear for discerning males.