Born amidst a flamboyant and forward thinking youth culture on Australia’s eastern shores, sly underwear is the alternative for those wanting to look and feel good from the bottom up.

Spearheaded by young Gold Coast entrepreneur Dan Murray, sly combines the youthful flair and energy of a young team with the experience and professionalism of decorated industry campaigners. Sick of spending a fortune on a pair of designer underwear and not wanting to wear the same brand as his dad, Dan set about filling this hole in the underwear market. This genuine and youthful approach is felt throughout the entire brand, from blog style video clips to the garments themselves, which come equipped with a sly pocket on the right trunk to confidently equip the modern gentleman for any situation.

With a youthful brand ethic that is generating a rapidly expanding following of new wave consumers, sly is grabbing the attention of industry heavyweights and retailers both in Australia and abroad.