First Published in
With six years of success as local lingerie label Ruby, Robyn Lidsky has branched out to join forces with David Gimpel and launch Men United, a new range of adventurous underwear for men.
Shown for the first time at Design Indaba 2008, Men United was inspired by the 25-million big "previously disadvantaged community" of local male underwear wearers (not to mention their long-suffering partners). The label was launched to offer a fresh and funky alternative to the "government-issue three-pack-briefs from Woolies" and "ubiquitous checked boxers that just refuse to die".
Working from the maxim that comfort is top priority, Gimpel and Lidsky narrowed the range down to six styles that seemed to cover the base for most guys - from tangas to boxers. Leaving white and black colour combinations to their competitors, the colour palette of browns, greys and blues are masculine without being stale. Not quite satisfied yet, they brought in some wacky prints inspired by 1970s wallpaper.
"Simply put, Men United is made by men for men who like fast cars, fast sports and fast women... the old-fashioned kind of guy who enjoys darts, camp fires, power tools, power beverages and a good laugh," says Gimpel.
Just the type of guy that a Ruby girl might match herself with. "The essence of Ruby is about making what contemporary, independent women want to wear. It's about pushing the envelope while still being approachable, comfortable and a little quirky," explains Lidsky.