It is true that every little thing matters when it comes to market a product and the way it is presented is very important. Despite that, packaging in the men’s underwear industry becomes less and less common. With a huge increase in sales over the Internet, the old, classic paper box we used to get our new underwear in has started to disappear. Even when you get into a department store or an underwear store nowadays it is very rare you get to see the packaging of the product. Most times they would just fold it and put in a bag for you. You may wonder, since packaging is a great tool for marketing, why does it disappear? I kind of miss the good old days when you would get to unwrap your new pair of underwear, getting it out of its box; reading everything on the box before you open it was a nice procedure, building up your excitement for the new purchase. Today, we mostly see underwear in plastic bags and in many cases sold without any packaging at all. You probably all guessed what is the answer to the question I asked before. The reason why packaging is disappearing from the underwear world is its cost. Brands and stores are looking to find ways to lower the cost per garment and shipping and one of the first things to go is packaging.

Am I old fashioned? Is it just me who likes unwrapping a present? Am I the only one who wouldn’t mind paying something extra in order to have the choice to get my new underwear nicely wrapped or in a nice packaging? Hopefully not! In Men and Underwear – The Shop you will find underwear by Matt James. It comes either in a simple plastic sleeve (cost is 9,90 euros) or in a beautiful black tin (cost is 14,50 euros) which makes a perfect present for you and your loved ones. It seems we were not the only ones impressed by this collectable tin and its silver details. Two photographers, Markus Brehm and Tassoula Kyriakidou, happened to see the packaging and fell in love with it as well. They were both kind enough to share their work work with us. This is probably one of our very few features where underwear is not in the forefront but we think it’s worth it!

Enjoy the photos. We hope they are a wake up call for those men’s underwear brands out there who think packaging is not important. Get the beautifully packaged underwear by Matt James here.

Matt James underwear packaging photographed by Tassoula Kyriakidou.

Matt James underwear packaging photographed by Tassoula Kyriakidou.

Matt James underwear packaging photographed by Markus Brehm.

Matt James underwear packaging photographed by Markus Brehm.

Matt James underwear packaging photographed by Markus Brehm.

Matt James underwear packaging photographed by Markus Brehm.

Matt James underwear packaging photographed by Tassoula Kyriakidou.

Matt James underwear packaging photographed by Tassoula Kyriakidou.