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The story behind why, and where to next?

GENT Underwear was born out of frustration in the lack of choice for ethical men’s underwear. We focussed on this and identified that we needed to differentiate ourselves in more ways than one to make a big enough shift that large multi-nationals will follow. We registered as a Social Enterprise and committed to donating 10% of our profits to a mental health organisation. We thought to ourselves “If this is going to be HUGE, and enact lasting change on a big industry, let’s go for the biggest one in the country”… so we did. Now we are partnered with BeyondBlue. So, we had found a gap in the market, and had a point of difference, it was time to start...

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