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The White Briefs was launched during Paris Fashion Week in October 2009. The company started as an antithesis of the enormously marketing-driven underwear business. The White Briefs wanted to create underwear that is good for the environment and for the people who are going to wear them. Working with a GOTS (Global Organic Textile Standard) certified producer in Europe ensures not only organic products but also the ethical values that are equally important for The White Briefs.

In 2010, The White Briefs was nominated for Rookie of the Year by The Swedish Fashion Council. The year after, we presented our first collaboration with Dutch magazine Fantastic Man, followed in 2012 by a collection together with style icon Nick Wooster.

In 2015, The White Briefs collaborated with Woolmark, the global authority for merino wool. From 2016 to 2018, the company had its head office in Paris, where it opened a combined showroom/store in Le Marais.

The founders, Henriette and Peter Simonsson, moved back to Sweden. Now, they work from the heart of the beautiful Österlen. Their vision is indeed the same from the first day: to move forward with a high-quality product, well-made for a global Zeitgeist.


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