Aware Soho Men’s Underwear & Swimwear

Aware Soho, a cheeky and fresh London brand that offers a fresh sporty and sexy underwear style.

Whether you want bright colours or muted hues, traditional boxers, or sexy strings it is all here, and each garment carries a fabulous level of quality that is hard to match.

Latest Underwear & Swimwear Finds


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Our hand curated shop resource is constantly updated with fresh underwear finds from our favourite online stores!

Designed to inject a sense of style and life back into the once staid men’s underwear market, Aware Soho takes the classic designs that are tried and tested and brings them back to the fore with an injection of fun and frivolity.

Take a look at the beautifully made baby blue boxer shorts, typical of the output of this innovative and exciting brand yet never needing to stray from the classic style of hipster boxers, or what about the stunningly comfortable and wonderfully supportive Super Hero shorts with the acclaimed Aware round buttock design that adds shape and support just where you want it?

With a great range of different designs and colours to choose from, every item made to the same exacting high standards that the brand is known for, and prices that are simply brilliant when you take into account what you actually get, this could be the brand for the man who needs to brighten up his underwear collection.

Get to grips with the current range from this top London brand now and choose from a whole range of some of the most inspirational designer underwear available today.

Our Latest Blog Posts

Get Yourself a Beautiful British Bulge With Aware Soho Halfmoon Bay Speedos

Don’t hesitate chaps! Fly the flag for dear old Blighty on the beach this summer...

Sporty British Styling By Aware Soho – Logo Boxer Trunks

British (or in this case more specifically London) design has a particular personality. That stylish...