Quite a claim but when it comes to men’s underpinnings there is one name that stands head and shoulders above the fray: Zimmerli of Switzerland.
Some of their styling may be a tad old fashioned but the construction, materials and quality are undeniable.
Take the Pureness Closed Fly Front. It’s made from natural beech-tree cellulose called micro modal – similar to cotton but made from reconstituted cellulose fibres. It’s more environmentally friendly than cotton, absorbs moisture faster and is finer than silk.
Each piece of Zimmerli underwear involves carefully calibrated human intervention from design to cutting, sewing and inspection. The attention to detail is some of the best I’ve witnessed in luxury fashion manufacturing.