A Scottish entrepreneur has created a men’s underwear line featuring a special pocket to provide support on whichever side of the body the wearer dresses.
Working with a team at Heriot-Watt University, Simon Phillips spent over a year developing his new Cahoonas ergonomic underwear, which will retail for £27. Presently, Phillips has already received over £5,000 in pre-orders.
Phillips told The Edinburgh Evening News he felt “men were being bypassed by all the design changes that had benefitted women’s underwear in terms of fabrics, curve stitching and so on,” inspiring him to put an serious amount of research and testing into his men’s lines.
In the course of developing his product, Phillips also learned 75 percent of men keep their intimate parts on the left and 25 percent place them to the right, emphasizing the need for underwear that compensates for the difference.
Next, Phillips hopes to release a line of seamless underwear specially designed for playing sports.