There is no doubt that the time has finally come to change mens underwear, as we know it, forever. Consider that there has been no real innovation in the mens underwear domain since the Y-front was introduced by Jockey in 1935 and add that we have all become accustomed to our trunks, boxers, and g-strings without really taking into account that improvement might be possible.

Then it happens……

Introducing FRIGO (lat. dry and cool), an innovation developed and tested over a period of five years, more alluring than the wonder bra, as groundbreaking as Gore-Tex, and friendlier to the male anatomy than organic food and C vitamin

It was the inventor: Peter Soderstrom, who equipped his underwear with a sawn pocket in which the whole package was placed which made it easy to ventilate and regulate the body temperature.

Philosophy

When God created man he wanted their genitals to hang loose. The genitals were supposed to stay cool in the gentle breeze, before, after and during the hunt for food. But then things begun to change. Men stopped hunting and started doing sports instead. They started wearing clothes and sat on bicycling saddles. Some of them even ended up in endless office meetings. And then what happened to their precious genitals? I guess you know. Sweat broke out, it rubbed and hanged. But let us establish that we’re living in a modern era and stay positive. The men who choose to wear Frigo today is also hunting. It’s just the prey that is different.

Vision

FRIGO will be in each mans pants within ten years