It is a product that is long overdue but finally there is a place for men to keep things where they belong.
Local company 2UNDR has designed the ultimate pair of men's underwear. The brochure description says it best, "Sewn inside each pair of 2UNDR is a soft and comfortable penthouse condo for your most valuable assets. We call it the Joey Pouch."
The goal for North Shore resident Jeff Williams was to produce a high-performance men's athletic underwear. Working with top designer Rocky Harris, Williams created three distinct styles. Besides the unique Joey Pouch, the attention to detail is foremost in every style. Waistbands that don't roll up, flatlocked stitching that is intelligently located to avoid potential rub zones and moisture wicking materials all provide a great fit that performs well.Comfort, fit, style and a sense of humour were all brought to play in creating the three product lines. Day Shift is a cotton-modal blend mid-length boxer brief. Swing Shift adds a beechwood fibre to the cotton-modal blend creating a soft fit that keeps you chafe-free. The Gear Shift is a more athletic cut with a compression-like feel that includes Garmatex's patented ColdSkin material. This fabric incorporates crushed jade into the microfibre filaments that promotes extra cooling and enhanced ventilation.
Working with professional athletes like PGA champion David Toms, skateboarder Jordan Hoffart, and Motocrosser Ronnie Renner has helped Williams connect with a wide audience. A special edition model named after the X-Games gold medallist is coming out soon. One dollar from the sale of every Ronnie Renner pair will be donated to Red Bull's Wings for Life charity that supports spinal cord research.
Currently there are two locations that carry the product on the North Shore: Obsession Bikes, 94 Lonsdale Ave. and Rona Building Centre, 915 West First St.
