Behind The Brand

mapReality of the Modern Man

In 2007, a 40-year old man had a bold ambition - to feel and look ten years younger so as to perform better in his daily life. As an intensely stressed businessman, ex-sportsman and regular golfer, he worked hard and played hard, but was starting to see the effects of time - including back pain, muscle soreness, fatigue and loss in muscle tone. After frequent visits to the physiotherapist and trainer he thought: why can't there be something that helps me with these issues every day?

Turns out many men across the world felt the same way.

Inspired by Elite Athletes

Inspiration came from the sport category - specifically, the new compression garments designed for elite athletes.

Technically-advanced compression garments had been developed to help athletes perform at their peak. Such garments were scientifically designed to increase blood flow to and from the muscles in order to improve performance, reduce the risk of injury, and accelerate muscle recovery.

Just as in sport, modern men are subject to physical wear and tear - except on an everyday basis.

EQUMEN™ found that by incorporating athletic technologies into undergarments that could be worn under a business suit, casual wear or for sport, the average guy could benefit from such engineering.

Fusing Science with Style

In conjunction with a group of experts across the sport science, physiotherapy, and fashion industries, EQUMEN™ fused the physiological insights of advanced sportswear with modern styling to create patented undergarments that deliver against men's daily ergonomic needs. The result is a range of innovative products that truly advance the benefits men's underwear and can provide: improved posture, reduced back pain, a more stable core, and a visibly slimmer appearance.

Just What Men Were Waiting For

Word travelled fast that a new brand called EQUMEN™, meaning Equality for Men, could immediately improve how men look and feel, while still being a well-styled undergarment. From London to New York to Sydney, men from the worlds of business, sport, and fashion were snapping them up and experiencing fantastic results.

The media got quite excited too: one of the hottest launches to hit the shelves in 2009, EQUMEN'S™ range was named one of British GQ's picks of the year thanks to its cutting edge design and technology. It has been featured in major media outlets including Time Magazine, Men's Health, New York Times, Business Week, BBC Radio, The Guardian, The Times, Daily Mail, and on CNN, The Doctors, the Tonight Show, NBC, the Today Show and ABC News, just to name a few.

EQUMEN™ is now proud to be distributed across several of the world's leading luxury retailers including Saks Fifth Avenue, Nordstrom, Neiman Marcus, Holt Renfrew, Selfridges, Brown Thomas and David Jones.

Committed to Innovation

Through an ongoing research & development program and contributions from the Science Advisory Board, EQUMEN™ continually strives to leverage the latest fabric technologies and physiological insights to bring new, tangible benefits to support men in their daily endeavours.