Aware Soho


Covering your ass since 2001


For the last 12 years, Aware has been covering your ass. Quite literally…


Established in 2001 on fashionable Old Compton Street in Soho (London), Aware was the first ever men’s underwear store in the UK and soon gained international recognition when it launched its first collection in 2004.


Aware’s store quickly became an institution where A-list celebrities and fashion designers from Alexander McQueen to Domenico Dolce and Stefano Gabbana would drop in when in town and stock up on funky underwear.


Soon after, Aware’s owner, a former diplomat and barrister, was appearing on UK national television and the revolutionary store was featured in the Financial Times, the Evening Standard, the Times, Metro, Time-Out, the Guardian and many other major British and international magazines and newspapers.


Aware is quickly becoming the underwear of choice of modern urban men on both sides of the Atlantic. Our quality is second to none, our waistbands are the softest on the market, our stretch cotton is the finest of its kind and our shapes have been tested over the years by customers who gave regular feedback to our Soho shop staff. Their comments have been meticulously stored by I design team and we are constantly developing our product to satisfy the most demanding customers.


This unique ability to react to customers’ comments in a matter of weeks puts Aware well ahead of its competitors.


There has never been more comfortable yet fashionable underwear and we are confident that any man trying Aware will never look back. NEVER!


All around the world, from Rio to Dubai or Capetown, Berlin to Tokyo or Sydney, and of course London and New York, everyone loves the rich cotton, bright colours and super creative waistbands that clearly stand out in any underwear drawer and have become Aware’s DNA.


We hope you enjoy our collections as much as our ever-growing number of retailers and customers around the world.


Every day, everywhere, hundreds of men are becoming Aware.

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