Is There Cash in Your Wallet to Fund a Revolution in Your Pants?
SAN DIEGO ( MainStreet) For years, Victoria's Secret has been the go-to retailer for luxury women's undergarments.
But for men, there has yet to be an equivalent, market-dominating manufacturer whose name is synonymous with luxury men's briefs.
Mathias Ingvarsson may very well change that.
Ingvarsson, one of the entrepreneurs who brought the world the Tempur-Pedic mattress, has just launched Frigo a new line of luxury men's underwear that he describes as game changing.
And he's betting that men will spend triple digits to wear his bold new underwear. They cost as much as $100 a pair.
"I tried them on, and said 'It's the best thing I've ever tried.' " says Ingvarsson, CEO and founder of RevolutionWear, which makes Frigo.
The company has merged technology, design and the best available materials to develop its product. Translation: These are far from your old-fashioned boxers or briefs.
Frigo high-tech underwear has numerous special features. Most importantly, and most widely talked about, is the patented internal mesh pouch that, let's just say, keeps things in place.
The pouch is made of ultra light fabric to avoid constriction and it prevents sweating and chafing of the wearer's all-important parts. The pouch is also adjustable there's an elastic band that allows the wearer to control the degree of lift.
Other features of Frigo underwear include mesh zones throughout, which increase breathability, as do the underwear's laser-cut vents. Leggings with silicon in them keep the underwear from riding up. And Frigo underwear is nearly stitch-free, giving them a smooth fit, Ingvarsson says.
"This is a new category of underwear," Ingvarsson says. "It's like having custom-made, air conditioned underwear. This is a fabulous patent. These are the first underwear that are completely aerodynamic and take into consideration the total anatomy of male body."
The innovative underwear was developed in Sweden and has made a big splash since launching in the United States in November. Media outlets ranging from The Today Show , New York Times , Men's Health and Wall Street Journal are all taking notice of the new entry in the men's underwear field aiming to forever banish the three-pack of men's briefs.
Celebrities are also taking notice. A New York City launch party attracted the likes of model/actor Tyson Beckford, music producer Timbaland and DJ Cassidy, as well as athletes Derek Jeter, Darryl Strawberry, Jason Heyward and Carmelo Anthony.
There are cheaper versions of Frigo, which come with a few less features a $35 version in cotton available at Macy's, Lord & Taylor and Freshpair.com.
The $100 pair, handmade in Portugal of luxury materials, is sold at Neiman Marcus .