Lure Menswear was founded in 2020 by 2 gay men who saw a gap in the market for stylish and comfortable underwear for the LGBTQ+ community.

We wanted to create a brand that celebrated individuality, self-expression, and confidence, and aimed to empower all men to feel comfortable and confident in their own skin. Ultimately there was no representation across social platforms of different body shapes & sizes within the gay world, only "sculpted" men, with the perfect body - the polar opposite of reality. 

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.

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.

We & The brand are 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.

We remain committed to our 3 key principles: Style, Fit & Comfort. 

Lure Menswear has quickly become a favourite among the LGBTQ+ community, with customers raving about the brand's comfortable, stylish, and empowering underwear. The brand's commitment to inclusivity, self-expression, and sustainability has made it a beloved and trusted brand among gay men all over the world.

Lure Menswear's brand story is one of acceptance, empowerment, and celebration of individuality. The brand continues to inspire and lure gay men to be proud of who they are and to express themselves in bold, unique, and confident ways.