Introducing Gässling - new men's underwear brand from Sweden

Introducing Gässling – new men’s underwear brand from Sweden

December 8th, 2011

Last week, new Swedish men’s underwear brand GÄSSLING launched. Yes, guys, there’s more to Sweden than ABBA and Björn Borg!

GÄSSLING makes underwear for men who have grown tired of underwear targeted towards teenagers and are looking for something extra, something mature, classic and timeless.

The fabrics are organic cotton and the company takes pride in their extreme attention to every detail. For instance, the care instructions are printed inside to avoid that annoying itching tag. Also, the waistband is covered in fabric for ultimate comfort.

We LOVE when brands do that! All itchy tags should be banned from the world of men’s underwear. Hurray for GÄSSLING for leading the way on this subjet.

The model called ‘Falsterbo’ has a waistband with fabric-covered buttons (that lets you open the waistband). It is the kind of underwear you put aside for special occasions. Quite innovative take on the old boxer brief design, we feel.

This is a new brand and for now they only carry the boxer brief cut, but we hope to see a regular brief make its way into GÄSSLING’s product mix soon.

The regular boxer brief is about $36 USD and the botton-styled one is $44 USD. Pricey, perhaps, but as we always say – if you want European exclusiveness, you have to pay.

Check out the entire range over at www.gassling.com.