Most men spend more thought on the shirt that goes over their waistband than what sits underneath it, and the result is years of cheap cotton that goes grey after ten washes and loses its shape by lunchtime. We have been there. It is not a good situation.

The case for spending slightly more on underwear is not complicated. Better cotton means it breathes properly, holds its colour wash after wash, and still fits the same way six months in. The waistband does not curl. The fabric does not pill. You stop thinking about it, which is exactly what underwear should do.

What we looked for here was quality cotton construction at prices that feel reasonable rather than absurd. No unnecessary branding across the waistband. No synthetic blends masquerading as premium. Just well made basics that do the job quietly and last long enough to justify the extra few pounds. The foundation of a well organised wardrobe starts earlier than most men think.