Blu started with a simple observation.
A lot of women we knew were wearing men’s boxers at home. Not as a trend — just because they were more comfortable.
“I sleep in my boyfriend’s boxers.”
“They’re just easier.”
“Why doesn’t anyone make something like this for us?”
And they had a point.
Most underwear felt like a compromise. Either it looked good but wasn’t comfortable, or it was comfortable but didn’t fit quite right.
Men’s boxers solved part of the problem. They were soft, breathable, and didn’t ride up.
But they also weren’t designed for our bodies.
We noticed something else, too
Quite a few queer friends were wearing men’s boxers as well.
Not only because they were comfortable, but because they felt more affirming. The cut, the style, the feeling — it simply matched how they wanted to express themselves.
But again, it wasn’t really made for them.
So we kept coming back to the same question:
What if boxer briefs were designed for our bodies from the beginning?
Turning the idea into a product
We started working with a designer in Berlin to develop the first cut.
Then we traveled to Portugal to find a manufacturing partner. That took a while. Some factories weren’t interested in working with a small brand, others just weren’t the right fit.
Eventually we found a partner who was willing to develop the product with us.
From there it was a lot of testing.
Different fabrics.
Different lengths.
Different waistbands.
Some samples looked great but didn’t feel good after a full day of wear. Others were comfortable but needed small adjustments.
So we kept refining things until everything worked together.
What makes blu different
We focused on the details that actually affect how underwear feels.
• Organic cotton that’s breathable and soft
• A slightly longer cut to help prevent riding up
• A fit designed for our bodies, not adapted from men’s underwear
• Manufacturing in Portugal, where we can work closely with our production partner
Nothing complicated. Just thoughtful design and really good materials.
The idea behind blu
Underwear is the first thing you put on in the morning and the last thing you take off at night.
It should feel comfortable.
It should fit well.
And ideally, it should feel like you.
That’s what we wanted to create.
Comfortable boxer briefs, designed in Berlin and made in Portugal, for anyone looking for underwear that simply feels better to wear.
