Press, draft

Draft for the press page on thewhitebriefs.com, 2 November 2026. Everything here is traced to a published source or to the material in the TWB story folder. Peter: please correct dates, names and anything that reads wrong, and say which images may be published.

Press contact

TWB AB, Mejselgatan 3, 211 20 Malmö, Sweden press@thewhitebriefs.com For samples, high-resolution images and interviews with Peter Simonsson, write to the address above. We reply within two working days.

About The White Briefs

The White Briefs makes underwear and basics in organic cotton: the white brief first, then the t-shirt, the singlet and the few things worn next to them. The brand was founded in 2008 by Peter and Henriette Simonsson on the Österlen coast in southern Sweden and launched during Paris Fashion Week in October 2009. Every piece is made in GOTS-certified factories in Portugal.

Since April 2024 the company is owned by the founders together with Axel Sjölin and Wilhelm Sturesson Röing, founders of baltzar.com. Peter Simonsson continues as designer and head of product.

Short version: The White Briefs makes underwear and basics in organic cotton, made in Portugal and designed on the Österlen coast in Sweden. Founded in 2008 by Peter and Henriette Simonsson, launched in Paris in 2009, relaunched with new owners in 2024.

Facts

Founded: 2008, Österlen, Sweden. Launched at Paris Fashion Week, October 2009 Founders: Peter Simonsson, designer and head of product, and Henriette Simonsson Owners since 2024: Peter and Henriette Simonsson, Axel Sjölin, Wilhelm Sturesson Röing Company: TWB AB, Malmö, Sweden Made in: Portugal, GOTS-certified factories Materials: organic pima cotton; merino wool in earlier collections Sold: thewhitebriefs.com, shipping worldwide, and selected retailers Trade fairs: Mandatory, Copenhagen, August 2025. Pitti Uomo 110, Florence, 2026

Milestones

2009. Launch at Paris Fashion Week. The first collection: white briefs, t-shirts and singlets in organic cotton, for men and women. 2010. Nominated for Rookie of the Year by the Swedish Fashion Council. 2011. Mesh underwear with Fantastic Man: briefs, vest and t-shirt in organic cotton mesh, sold at Colette, Dover Street Market, Opening Ceremony and Storm. 2012. Woodland camouflage collection with Nick Wooster. 2013. A Free Man with designer Stephen Burks, first shown at Pitti Uomo. Later part of the High Museum of Art's exhibition Stephen Burks: Shelter in Place, 2022 to 2023. 2015. A 100 % merino wool capsule with Nick Wooster and The Woolmark Company, unveiled at Pitti Uomo in January 2015. 2016 to 2018. Head office in Paris. From January 2018 a combined store, showroom and studio at 56 rue Notre Dame de Nazareth, Le Marais. 2024. New ownership. The brand returns to Österlen and Malmö; the collection relaunches for summer 2025. 2025. Back at Mandatory in Copenhagen after six years. 2026. Pitti Uomo 110, Florence.

Selected press

Permanent Style, September 2011. The Underwear Project: Simon Crompton on the construction and materials of Platan, Elm and Willow. Fantastic Man no. 13, spring 2011. The mesh collaboration in print. The Guardian, April 2011. The Fantastic Man mesh briefs in The Measure. Style.com, June 2011. Nothing comes between me and my Fantastic Man. Cool Hunting, May 2011 and January 2015. The Fantastic Man collection, and later the Woolmark merino capsule. Out, January 2015. Nick Wooster unveils the Woolmark collaboration. The Fashion Spot, January 2015. Plaza Uomo, 2015. Nick Wooster on working with Peter Simonsson. Le Monde, January 2018. On unisex underwear. Café, 2009 and 2012. The launch, and the Nick Wooster collection. King, 2010 and 2011. Scandinavia Standard, April 2014. Interview with Peter Simonsson. Fucking Young!, 2013. Interview with the founder. Habit, 2016, 2018, 2024 and 2025. Trade press on the Paris store, the restart and Mandatory. Ehandel, December 2024. The new owners. Locals Insider, August 2026. Founder interview: product philosophy, Österlen, the coming swim collection.

Also in the 2011 archive: David Report, Hint, Selectism, Cover, Materialiste, Pirouette, HUH., Daniels modeblogg, 10 Magazine, LSN, Euroman, Vogue.com, Mode, Manolo.

Collaborations

Fantastic Man, 2011. Nick Wooster, 2012 and 2015. The Woolmark Company, 2015. Stephen Burks, 2013 to 2014 and 2024. Gustaf Nordenskiöld, ceramic hook, around 2013.

Press kit

Brand images: the NON campaign, black and white, shot on the Österlen coast. A selection below; the full series is 418 images.

Product images on white and detail images on black, spring 2025.

The originals.

Also: logotype in black and white, press release December 2024 in English and Swedish, founder portrait. Each picture opens in full size when clicked.

Questions for Peter

1. Founded 2008 or 2009? The draft says founded 2008, launched 2009. 2. Which of the images in the TWB story folder may be published on the site: the NON campaign from 2017, the Fantastic Man shoot from 2011, the Woolmark lookbook, the SS25 studio images? Who holds the rights? 3. Gustaf Nordenskiöld: which year? 4. Anything missing from the milestones or the press list that should be there? 5. The page says nothing about the 2024 bankruptcy, only new ownership, as the December 2024 release. Keep it that way?