About

SMUG started in a group chat. Five friends, one recurring complaint: underwear for us was either boring, beige basics or costume-shop novelty. Nothing in between that felt like us on a good day.

So we made it. Thongs, G-strings, jocks and briefs cut for real bodies, in fabrics that feel expensive and colors that don't apologize.

What we believe

That confidence is a fit issue. That sex-positive doesn't mean crude. That you deserve a drawer that makes you a little bit smug.

Made for us, by us

Every style is designed and wear-tested by queer men. We don't slap a rainbow on it in June and forget about you in July.