British underwear brand Drake & Hutch are about to launch a new brief which they say will give any man a “perfect silhouette”.

“Made from the softest cotton in the world on our unique tailored block and featuring fabric printed by hand in London, this is luxury underwear of quality and craftsmanship never before seen,” says the website.


All seams are hidden or flat-locked stitched to sit smooth under clothes, and it doesn’t have any labels.

They’ve been designed to stop garment rise and bunching, while a four-piece contoured pouch supports your junk without any squashing.

Pima Cotton blended with Lycra was chosen for being naturally breathable, and soft even after repeated washing and wearing.

But the proof is in the photos. What do you think?