Second Generation in Textile Disrupting The Market In Under Garment Segment.

You might be feeling this a new trade with the category of undergarments made out of Bamboo. A disruptive invention in the textile industry. When the traditional cotton material can leave with a cozy feeling on your skin, you may be under the thoughts if bamboo do the same or better, being those strong plants to delicate the skin you carry.

BRIEFLY – the undergarment category to better look, feels and performance.

Yes! Prashant and his childhood friend Vikram from Tirupur have excelled in disrupting textile with latest technology; using best of the bamboos to manufacture all seasoned undergarments for men. Second generation in textile are dynamic minds to do different than stereotypes. They had been establishing the brand called “BRIEFLY” – an undergarment category brand.

Prashant adds: At BRIEFLY, we’re passionate about creating clothing that feels as good as it looks. Our premium bamboo fabric collection for underwear offers a silky-smooth feel, exceptional breathability, and moisture-wicking properties, making it the ideal choice for those who prioritize comfort and sustainability in their wardrobe. We make clothes that you want to live in and the underwear is just the start for many more to come. Please visit https://wearbriefly.com/

When it comes to undergarments, customers seek comfort over fashion, mostly. Apart from that, an undergarment must have moisture-absorbent facilities that can keep the skin dry and Sweat-free. At this point both founders found the solution that fulfils all the demands of men who are looking for the most comfortable underwear being processed using the raw bamboo pulps and some process over it to make it a suitable material. Bamboo based undergarments have superior moisture-absorbing capacity compared to cotton.

As per Prashant, founder of Briefly; Bamboo underwear outperforms cotton in durability and flexibility. He quoted that BRIEFLY is more eco-friendly bamboo based fiber than cotton as Bamboo being a low-maintenance plant compared to cotton. Cotton farming needs a lot of water whereas Bamboo provides the leverage.

1. Please share with us the story behind your brand?

Having our families involved in the textile business for the last 25 years, we had our formative years growing up at textile factories and learning the nuances of the business.

Being actively involved in the manufacturing business for about 10 years we started to notice that most clothes today are made from the same fabric that were made 20-30 years back. They are mostly
cottons and polyesters while there has been so much innovation made with different fibers which are superior to cotton in terms of its performance capabilities and less harmful to the planet. With all
this amazing fabric technology happening and none really being adapted here because of the increased cost and difficulties in sourcing and manufacturing with these fabrics, we decided to put our
experience and infrastructure behind the brand, BRIEFLY.

2. So you both have been into textile though out your career?

Tirupur, our hometown, is a major textile and knitwear hub contributing to 90% of total knitwear exports from India. The textile industry here provides employment to over six lakh people and
contributes to exports worth ₹250 billion. We have all the technology and expertise to provide world class products but sparing few names there haven’t been many world class brands built from here. We
wanted to change that, and wanted to create a world class home grown brand built out here in India. The idea of exploring the possibility of leveraging the advantages of our hometown excited us.

We’ve been friends since childhood, went to school together, grew up together and hang out with the same set of friends. Vikram, being actively involved in the textile manufacturing scene for the past
eight years has been working with some of the most technical and sophisticated technologies for other brands. Me on the other hand, I come from a marketing background and have been keeping working
with a brand consulting firm in Chennai prior until I decided to put all that experience behind a brand. Vikram himself keeps a close watch on the sourcing and manufacturing of the products to ensure
worldclass quality and Prashanth takes care of all the front end of the brand.

3. What is the kind of apparel you focus on and why?

We’ve started with a modern take on an underwear, a product we don’t care about enough considering the usage it gets. We don’t want to be in the business of seasonal fads. We focus on your everyday
clothes that are functional and well made with superior fabrics. Performance and comfort should take precedence over everything.

4. In a market filled with so many options, how have you ensured that your apparel is more suited to the audience you cater to? Also, who is the clientele that you’re focusing on?

The world already has too many products and we don’t need another me too product. We wanted to focus on an existing product and see where we can make improvements on that. We wanted to innovate and
not invent. Our fabrics are pretty outstanding and our sourcing is second to none. Our audience are people who want to try something different and exciting from what is out there, people who are
seeking for change and want more from their clothes.

5. What defines your aesthetic: in terms of design, silhouettes, colours, patterns, motifs etc? Please be specific. For ex, list out specific colours, patterns, motifs or silhouettes that you
focus on.

We’ve always been inclined to the minimal and clean and classy aesthetics and fortunately many people are able to relate to it as well, so it works for us!

6. Are you going to be selling only Innerwears or other products too?

We had initially launched with a small quantity of Boxer Briefs just to see if there is an acceptance in the market for our clothes. Seeing all the love and repeat purchase we’ve been getting, we’re
grinning and are looking to expand into other categories. We’re soon launching into different categories for both men and women.

7. What can we expect from you next? Any new collections or are you expanding into a new range?

The future is so exciting for us. We constantly are experimenting with different fabrics to see how they can enhance the garment. We currently are in the R&D stage with two NEW fibres that we believe
would be a game changer in that category.

8. What, according to you, are the trends that will be most popular in your apparel segment in the upcoming season?

Honestly speaking we aren’t the people who keep up with trends neither does our segment depend on trends. Does not interest us personally neither do we need it professionally. We’re about the clothes
that remain the same irrespective of the season.

9. Do you stick to a certain kind of fabric? Or if you use more than one kind, what are the fabrics that you use and for what and specifically why?

Our choice of fabric primarily depends on the end use of the garment. For innerwear we’ve identified Bamboo fabric. Bamboo is like Cotton but a lot lighter and softer made entirely from Bamboo fibers
known for its superior moisture wicking and anti-microbial properties. The moment you put them on you would be able to tell the difference. For T’shirts we’re R&D’ing on a different fabric. The
superior performance of our clothes are natural properties of our fabric and not chemical washes that wears out after a few washes. They last as long as the garment.

Anything else that you would like to share about the brand with us?

10. We look to innovate through raw materials and functional design elements to make products that create great customer experiences. We’re starting with underwear, but we’re not stopping there.
Highest quality, responsibly made.

11. If you had to describe your brand in just three adjectives, what would those be?

Looks, feels and performs better.

12. Where are you based and is there a reason you chose that location? Is there a benefit of being located in this current location?

We’re based out of Tirupur, the manufacturing hub for textiles exports in India. Our factories have been here for 30 years and we naturally have an advantage being here. We’re at the eye of the
storm and this helps us with constant innovation.