Aware Soho Mens Designer Underwear

Press Release • May 30, 2012

For the last 10 years, Aware has been covering the ass of many Londoners! Quite litterally... Established in 2001 on Old Compton Street, Soho (London) as the first ever men's underwear shop in the UK, Aware gained international recognition when

Online, May 30, 2012 (Newswire.com) - For the last 10 years, Aware has been covering the ass of many Londoners! Quite litterally...

Established in 2001 on Old Compton Street, Soho (London) as the first ever men's underwear shop in the UK, Aware gained international recognition when it launched its first collection at the Paris Salon International de la Lingerie a couple of years later.

Aware's Soho shop quickly became an institution where A-list celebrities and fashion designers, from Alexander McQueen to Jean-Paul Gauthier, Domenico Dolce and Stefano Gabbana would drop in when in town.

Soon after that, Aware's owner was appearing on national television, and their revolutionary store was featured in the Financial Times, the Evening Standard, the Times, the Metro, Time-Out, the Guardian and many other major British magazines and newspapers.

Aware is not just about designer underwear for men and has successfully launched collections of swimwear, t-shirts featuring award-winning prints and of course active wear which can be seen in most gyms around London, New York, Sydney, Berlin, Paris or Singapore. Aware definitely appeals to urban men who care about themselves. It is both edgy and wearable, fashionable yet comfortable.

Aware's international team of designers come for Britain, Italy, France, Australia and Japan and their fantastically diverse cultural background filters into the collections to create a definite cosmopolitan look that is so typical of London.

The quality of Aware's underwear is second to none. Only the softest Egyptian cotton and smoothest elastic waistbands are used. Their elastic waistbands are exclusively developed in Japan where the concepts of quality and comfort are much higher than anywhere else in the world.

Unlike a lot of brands that focus on complicated designs and gimmicks rather than quality and comfort. Aware's prime concern is comfort as there is nothing worse for a man than underwear that rides up half way through your day!

Thanks to the most innovative dying techniques, Aware has imposed the most daring colours in the men's designer underwear drawer of most Londoners and urban men all around the world. Each new collection generates excitement amongst their customers!

Aware can be purchased from our website www.awaresoho.com amongst other places.

Every day, everywhere, hundreds of men are becoming Aware...