It is possibly the biggest men’s underwear store in France and one of the biggest in Europe. Les Dessous D’Apollon, based in the, iconic, Marais district of Paris since 2005 has been offering its customers the best brands from all around the world. Now, after twelve years of being an underwear retailer the store decided to launch its in house brand, SKU Paris.

SKU is an acronym that stands for Stock Keeping Unit. In the trade and logistics language SKU is used to identify a product, a sort of a unique identification code. The store came up with the idea that “Stock Keeping Unit” also sounds perfect for something that protects your jewels so they decided to name their own brand after it!

SKU is designed in Paris and manufactured in Portugal. The design expresses the most important aspects of the brand: quality, comfort and style. The first SKU Paris collection comprises briefs, boxer briefs, jockstraps, tank tops and t-shirts in a slim fit and athletic style. The colours available match the colours of the French flag: white, red and navy blue.