RELUCTANT UNDERWEAR VISIONARY

I’m Swedish, which means I care deeply about quality, minimalism, and judging people silently.

I spent the better part of my career building brands for other people. Big ones. Fancy ones. Ones with budgets. But never my own.

Then one day, I looked in my drawer and thought: “Is this really the best we can do?” Flimsy cotton. Sad waistbands. Washed out colors. Basics that said “this is crap”.

Confidence doesn’t come from listening to motivational podcasts. It starts with not hating your briefs. When what’s closest to you feels phenomenal, you feel great.

Banana Hammock is about feeling confident. Everyone deserve beautiful underwear, not just women. And yes, it’s also about finally making men’s basics… not basic.