Proud underparts: honor proud male bodies insert/modify a link

Au détour d’une conversation, Adam Mongrain, Raphael Desmaison et Maryse Lebeau s’interrogent sur les corps masculins et les sous-vêtements. C’est alors qu’ils s’imaginent leur caleçon idéal, à la fois beau, fait localement et confortable. Un an après, les trois jeunes entrepreneurs lancent publiquement FIER, leur marque de caleçons québécois écoresponsable. Rencontre avec l’un des cofondateurs, Adam Mongrain.

"The bodies of ordinary men, particularly heterosexual, are rarely presented as objects of pleasure," said Adam Mongrain during a conversation with his spouse Maryse Lebeau and their common friend Raphael Desmaison.It was from this reflection that the three accomplices began to imagine a "perfect" underwear and little by little to develop their own brand."By dint of talking about it, a few tens of hours, we thought that we had to build our company and get started.It seemed to worry too much to do nothing! "he recalls, amused.

In the fall of 2020, despite the pandemic, Raphaël, Maryse and Adam decided to record their company and start the steps to create their own underpants."Despite the pandemic, we managed to keep a great rigor in our work and we meet, virtually or not, twice a week.In a year and a half, we have accomplished more than a hundred tasks, "continues the young 34 -year -old entrepreneur.The three friends learned the profession of entrepreneur over time, with patience, creativity and many "curiosity and desire that it happens"."We don't come from fashion at all, we have worked a lot for all this," he adds.

Following the implementation of their company came for the time of the market study concerning male underwear in Quebec."We have noticed that there are really two categories: underwear which targets a homosexual clientele and which are comfortable, sophisticated, well cut and interesting, or the underwear in supermarkets, less sophisticated, more basic",Details Adam.In addition to the aesthetic aspect, they also verify the origin of fabrics and the manufacture of underpants and finally, many designer their products in Quebec, but obtain and/or make overseas, especially in China.

"It was in our basic values that the product was done as much as possible.We don't want to encourage Labor Cheap, ”he explains.To meet their criteria, the three entrepreneurs then found materials manufactured in Montreal, a designer of the metropolis as well as companies responsible for their fabrics."Micromodal fiber comes from Austria, but they maintain circular forests.For synthetic fiber, it is important to the United States.It is made from recycled bottles, ”delights Adam.

Include all men

To meet the needs of Quebecers, Fier did a survey of 200 respondents."76% of respondents put comfort as the first quality sought in a pants.Then, the price, the look then the fact that it is local, ”explains Adam.Once the "ideal" material has been created with sweetness and elasticity, the cut was also an issue not to be overlooked."We wanted a flattering cut on several bodies, with the seams in the right place so that people feel proud to present their bodies in our pants," he continues.

For the moment, proud underneath offers two cuts, a longer and shorter.However, the company intends to vary its models, in particular by playing on final treatments at the level of the fork or even the buttocks, in order to include a greater diversity of men."What does that mean an inclusive brand?It is true that we have a long way to go, but we do our best.We really try to highlight normal and different bodies to participate in the establishment of inclusive masculinity.We also want to offer products for different gender identities, offer sizes for really everyone.Our goal is that all the people who feel men, whatever their physique and their size, can have underpants that make them well, "he argues.

In addition to the various cuts, Adam, Raphaël and Maryse also wish to develop a varied aesthetic, in particular by playing on the reasons present on the underpants.For the moment, there are four models including two with drawings, inspired by nature and birds."Our logo is a stork so we wanted to stay in the theme," explains Adam.Later, we hope to develop different colors and patterns to please a large audience ”.

A successful launch

Announced publicly on September 13, proud pants set up a socio-financing campaign both to make itself known, but also to guarantee a first major production of its underwear.In 45 days, their objective of $ 10,000 was achieved."We had a very nice answer from the public, we are really super happy.We have at least 200 presale of our sides, we are happy, ”says Adam.The cost of a pants are currently $ 45 and includes taxes and shipping costs.When their website is ready, customers will be able to buy a pants for $ 30."This is a price that we find reasonable for the quality we offer, and it allows us to live little by little from our business," he adds.

For the rest of the adventure, Adam, Maryse and Raphaël wish to develop a website that they hope to reveal next winter.Subsequently, young entrepreneurs would like to aim for a wider market and interest an English and French -speaking male clientele across the country.

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