Swedish upstart THE WHITE BRIEFS has produced a spectacularly nice underwear line with garments that won’t fail to excite anybody who touches them. The idea is so simple: white briefs, tank tops, T-shirts, henleys and a morning coat, all made in sustainable white cotton of the most amazing quality and rendered in a perfect cut. It’s all properly genius, from the length of the short sleeves and the way the henley front folds open, to the balanced length of the morning coat and the practicality of the fly. THE WHITE BRIEFS currently has a store-in-store presentation at STORM in Copenhagen (running until June 5th – that’s only three more days) and can also be ordered via French web shop STUDIO HOMME, or purchased at PROJECT No. 8 in New York City, to name just a few. This message should not be considered a promo, but an act of admiration for THE WHITE BRIEFS’ creative director Mr. PETER SIMONSSON.