SLY: Underwear Inspired from Gold Coast Lifestyle

Sly underwear is not an ordinary brand. Why? It is a company built by a 21 year old entrepreneur Dan Murray, who hails from Australia. Dan started designing underwear in his late teens. When most boys were focused on enjoying life, young Dan was busy setting up a business. His hard work has paid off; today Sly has more than 200 retailers across four continents. There also are around 4,000 members in Sly’s Facebook page.

Sly is a huge success because Dan sees and predicts what the market wants. The market wants affordable, stylish, and durable underwear. Young men also want to wear underwear that they can easily differentiate from their father’s underwear.

Therefore, Murray started designing stylish underwear and sold them from the back of the van. He believed he would make a profit from the existing market gap because the market was saturated with expensive designer garments and corporate mass produced garments. He was right! Last year, he was included in CLEO Top 50 bachelors. Today he is the owner of a financially sound company. It is a feat that most men don’t even achieve at the age of 50!

The concept behind Sly Men Underwear

What makes this brand stand out amongst other brands in mens underwear store? According to Dan, Sly underwear is different in quality and aesthetics. Sly is simply not an “underwear brand” but a brand that draws inspiration from the customers’ lifestyle. The men’s underwear is inspired from the Australian beaches, the surfer and skater lifestyle, and youth culture. Its target market is an “everyday man, the heterosexual”. The company especially partners with local artists and employs young designers. This way, the organization is able to get inside its customer’s mind. It is also different from other brands because young artists give their input on Sly underwear collection. Therefore, its collection has unique prints and colors.

Don’t think Sly only has a wild underwear collection in bright colors. It also has a collection of underwear in basic colors like white, black and gray. Sly’s collection is pretty vast; it is not only edgy in terms of design and marketing, it also comes in simple designs. Plus, the underwear is extra comfortable. In an interview, Dan clearly stated he believed in “think outside your jocks (the range)”. The company doesn’t believe that underwear is just a boring essential in your wardrobe. In reality, it is an addition to an outfit. With such philosophies, Sly underwear stands out from other underwear in mens underwear store.

Future plans of Sly

So what does the future hold for Sly? If you are a Sly fan, you will be able to happy to discover that you will see a larger product range in Sly mens underwear store. Murray strictly believes in range diversification and quality.

Currently, you will find three type of underwear in Sly’s men collection:

• Play harder- long leg
• Work hard- boxer brief
• Rest easy- brief

You can visit your nearest men’s underwear store to see the Sly collection or you can order them from Sly’s official website.