Aware Soho Underwear

Established in 2001 on fashionable Old Compton Street in Soho (London), Aware was the first ever men’s underwear store in the UK and soon gained international recognition when it launched its first collection in 2004.

Aware Soho Underwear is quickly becoming the underwear of choice of modern urban men. Their quality is second to none, the waistbands are the softest on the market, stretch cotton is the finest of its kind. Aware Soho shapes have been tested over the years by customers, their design team are constantly developing products to satisfy the most demanding customers.