AT THE HEART OF HISTORY
Among all of our undergarments, there is one that unleashed passions, from admiration to hatred, but always with violence.
The origins of Australian briefs:
Georges Jonathan, founder of the brand Eminence, was the first one to have the idea to create this shape of briefs in Europe. And it was more than 70 years ago!
At that time, Argentinian gauchos were already wearing this type of underwear when they were riding horses to get a better comfort, and Georges Jonathan brought the concept to France after a trip to Argentina.
Shortly after they were created, Australian briefs experienced a dazzling growth. The commercials and their slogans were widely talked about. You then talk about it to our hairdresser or your butcher, who then hurry to go and buy these comfortable underwear (well, especially ladies). In the 1990’s, trunks received no interest, especially in Latin countries. Briefs were the stars of the moment!
A fall on a par with their rise!
Australian briefs followed the downward trend of briefs. Did they become too old fashioned? Anyways, they were far from being trendy. Banned from beaches, swim briefs are not red-hot anymore. Regular briefs suffered the same fate with a massive reject from young people. “But, do ladies think the same way?” This what Victoria Beckham has said when she saw her husband in the Armani commercial… you have to write the next episodes!
Go beyond the boundaries of comfort with these Sloggi white briefs!
Here’s another pair of Australian briefs, but in grey this time!
And now, here is the best of the best, the Australian briefs by the brand Eminence, who was one of the pioneers of the 20th century!