For the last 10 years, Aware has been covering your arse! Quite literally…
Established in 2001 on Old Compton Street, Soho (London) as the first ever men’s underwear shop in the UK selling other brands, Aware gained international recognition when it launched its first collection in 2004.
Aware’s Soho shop quickly became an institution where A-list celebrities and fashion designers, from Alexander McQueen to Jean-Paul Gauthier, from Domenico Dolce and Stefano Gabbana to Vivienne Westwood, would drop in when in town and stock up on funky underwear.
Available from www.alphamaleundies.com