JustWears are the creator of the men’s basic wear brand focused on comfortable, sustainable and high-performance fabrics.

JustWears was launched in 2018 by co-founders Yang Liu and Alex Walsh to address a gap in the male underwear market and meet the needs of consumers by focusing on comfort and sustainability. Since launch, JustWears has featured on the BBC’s Dragons Den and sold over 150,000 underwear to happy customers with more than 3,000 five-star reviews.

In a sector dominated by legacy brands, a key point of difference for JustWears is the brand’s bold content and humorous marketing, designed to encourage customer engagement and dialogue on a topic traditionally considered awkward.

JustWears’ flagship underwear product features an innovative ergonomic pouch design to ensure comfort and breathability. Whilst the founders place emphasis on the quality and functionality of the JustWears product, they are equally committed to ensuring a transparent and ethical manufacturing process. JustWears partners closely with a family-run manufacturer that uses a sustainable fibre derived from Austrian beech trees called ‘MicroModal Air’. This material has a significantly lower environmental impact than traditional alternatives, using 10x less acreage and requiring 20x less water to produce than cotton. The packaging customers receive is also 100% recyclable, reusable and biodegradable.

Date of investment September 2021
Cost of investment £2,000,000
% of ownership 15.3%
Latest valuation of Pembroke investment £2,000,000