We didn’t start with a business plan. We started with frustration.

It came out in late-night talks: someone tugging at their waistband, someone else admitting, “I just wear my boyfriend’s at home - they’re the only ones that feel okay.” A friend’s gynecologist once asked, “Why are you wearing men’s boxers?” and our friend just answered: “Because nothing else works for me.”

The stories of friends asking where to buy affirming boxers kept piling up.

So we started taking things into our hands. We found a designer in Berlin. We flew to Portugal, visited a few factories, and got rejected more than once.

What we heard was: “you're too small of a company,” “too new,” “come back with greater quantities.”

We tested fabrics that were too heavy, that didn’t breathe, that didn’t absorb sweat. We had no idea how this industry worked, but we knew what we wanted.

A group chat turned into sketches. Sketches turned into samples. Samples turned into a suitcase full of underwear, carried home after yet another factory visit.

blu grew slowly. With care, with rejections, with mistakes, and with a lot of voice notes at 2 a.m.

We’re not here to fix underwear. We’re here to give more options. To let any person take off their pants at the end of the day and feel happy and comfortable with what they're wearing. 

These boxers are just the beginning.