UK based men's on-line underwear company Jameswinston Co.launched in October 2006, by former IT director Brian James.

So what exactly do you do next with your life? It is a dilemma faced by many in today's challenging employment market, including Company Director Brian James, after deciding to exit a volatile I.T. Hardware market in 2003. James spent the next 18 months relaxing and travelling around Europe and America 'squandering cash', without coming up with any sufficiently concrete ideas. A conversation with his partner centred on his complaints over the lack of well designed, high quality men's underwear available at reasonable prices.

To James, the decent stuff was overpriced, while the rest seemingly consisted of staid, ill-fitting items or 'mad rocket ship designs'. In essence, it was this seed of conversation that sparked the idea that became Jameswinston (Underwear) Co. Ltd.

The aim was simple :- To produce great fitting, individually styled men's underwear at a fair price, and for those bored of baggy white undies, they would hit shelves in a variety of colours to attract the increasingly style and trend - conscious UK male. His only problem was having zero knowledge about the highly competitive underwear market or it's production.

Fast forward 18 more months, after negotiating 'a very painful learning curve', and the idea is no longer a dream. Influenced by the shape of '50's swimwear, James stresses he has selected the best quality Cotton / Elastane® Lycra mixes to produce the 'Retro Trunk' -a near seamless construct he believes is one of the most comfortable fitting and aesthetically pleasing shapes for today's males aged 16 - 45.

The objective, he states, is to straddle the bases of comfort, fit and individual designer branding with a sub-vintage feel. James himself says, "When someone buys a pair of Jameswinstons, I want them convinced they've bought a genuine value for money product which can complement and co-ordinate with a great wardrobe".

He states his company's product is 'untypically British' and laughs explaining, "we've got the hallmark attention to detail of a UK made product, but as a lover of stylish clothes - and a first generation Brit of immigrant Trinidadian stock - things will always be done with a little more... flavour".

"We just want to become known for making great fitting, quality underwear and clothing. This really is just the beginning. Frankly, we're aiming to produce the best pants in the world at its price point. And trust me, design-wise, we're only just starting to flex our muscles. "