Lure Menswear's History and Design Philosophy

Lure Menswear is not just another underwear brand. It is a celebration of individuality, self-expression, and empowerment for the LGBTQ+ community. Founded in 2020 by two gay men who saw a gap in the market for stylish and comfortable underwear that catered to the diverse needs of the community, Lure Menswear has quickly become a favourite among gay men all over the world. In this blog post, we'll take a closer look at Lure Menswear's history and design philosophy, and what sets it apart from other underwear brands.

The Birth of Lure Menswear

Lure Menswear was born out of frustration with the lack of representation of different body shapes and sizes within the gay community. As one of the co-founders of Lure Menswear said, "There was only one type of man being represented on social media - sculpted men with perfect bodies. We wanted to create a brand that celebrated all men, regardless of their body type, and empowered them to feel comfortable and confident in their own skin."

The name "Lure" was chosen to symbolize the brand's mission to attract and inspire men to embrace their true selves. The brand's motto, "Be Yourself. Be Lured", encourages men to break free from societal norms and embrace their unique style and personality. From the beginning, Lure Menswear has been committed to creating a brand that is inclusive, empowering, and sustainable.

Design Philosophy

At the heart of Lure Menswear's design philosophy are three key principles: Style, Fit, and Comfort. The brand's designers understand that each of these elements is equally important, and they work hard to ensure that every piece of underwear they create embodies all three.

Style: Lure Menswear's collections feature a wide range of styles, colours, and patterns, all designed to cater to the diverse needs of the LGBTQ+ community. From classic boxers and briefs to daring jockstraps and harnesses, Lure Menswear has something for every type of gay man. The brand's designers are always on the lookout for new and exciting trends in fashion and design, and they incorporate these into their collections to keep things fresh and interesting.

Fit: Lure Menswear understands that fit is crucial when it comes to underwear. That's why they spent a long time developing their signature cotton blend, which is 95% cotton and 5% elastine. This fabric is not only soft and comfortable, but it also provides the perfect amount of stretch to ensure a snug and supportive fit. The brand's designers take great care to ensure that each piece of underwear is cut and sewn to perfection, so that it fits like a glove.

Comfort: Comfort is key when it comes to underwear, and Lure Menswear knows this better than anyone. The brand's signature cotton blend is not only soft and stretchy, but it is also breathable and moisture-wicking, keeping you cool and comfortable all day long. The brand's designers also pay close attention to the details, such as flatlock seams and tagless labels, to ensure that every piece of underwear is as comfortable as possible.


Lure Menswear is committed to using high-quality materials and sustainable practices in the production of its products. Each piece is crafted with care and attention to detail, ensuring maximum comfort and durability. The brand's signature cotton blend is sourced from ethical sources, and the brand works hard to minimize waste and reduce its carbon footprint. By choosing Lure Menswear, you can feel good about supporting a brand that is doing its part to protect the environment.


Lure Menswear's history and design philosophy are a testament to the brand's commitment to celebrating individuality,