It’s one of key the reasons why pop-ups are popular. After enjoying opening a “highly successful” temporary space within Selfridges, JustWears has now signed a long-term retail partnership with the flagship London department store.

Already hailed as “the top-performing” men’s intimates brand at the store by bringing “sustainable men’s underwear to the UK market”, the first-floor Underwear Room unit marks a “significant milestone” in the brand’s expansion into physical retail.

Having so far sold over half a million pairs of underwear across the UK with over 100,000 customers, its success is based on the brand “redefining men’s basics through eco-conscious material innovation and comfort-driven design”.

Key is its signature MicroModal Air fabric, made from eco-friendly beech tree fibres, that claims to use 20 times less water than traditional cotton in production.

It notes its sustainability credentials “aligns with Selfridges’ commitment to environmentally responsible products”. 

Further enhancing its appeal, JustWears also incorporates its patented DualPouch technology, which provides ergonomic support and reduces friction by separating and naturally supporting men’s anatomy, “a feature… engineered to deliver enhanced comfort, especially for men with active lifestyles”.

Yang Liu, founder of JustWears, said: “As a brand dedicated to redefining men’s basics, Selfridges is the perfect partner for our first retail launch. This space allows us to share our passion for sustainable, innovative comfortwear with a larger audience, giving customers a unique way to interact with our innovative product designs and feel the ‘cloud nine’ softness of our fabric.”