A daily frustration became the spark of innovation. We started with sketches, research, and countless technical discussions. Quickly, the idea turned into a mission: create a boxer that’s different, useful, and truly comfortable.

We worked hand-in-hand with dozens of tailors and seamstresses in small Swiss ateliers. Together, we tested, adapted, and redesigned everything: strap placement, skin-soft mesh, breathable fabrics, no detail was left untouched.

Dozens of prototypes were put to the test. We fine-tuned the cut, optimized breathability, reinforced durability, and finally reached a truly effective adjustable fit.

After three years of development, the first models were tested over time. We filed cooperation treaty patent (PCR), securing global protection for our innovation.

We also established a strong and trusted partnership with a manufacturing company based in Istanbul, who believed in our vision from day one. Together, we brought the product to life.

By the end of 2023, the SNEW brand was born — a name inspired by wind, movement, and freedom. A symbol of forward motion and bold reinvention.

Early 2024, we launched our official e-commerce website, a platform entirely dedicated to our vision of comfort and innovation.

By the end of 2024, our boutique went live: SNEW stepped into real life. It’s not just underwear. It’s a new way to rethink what truly matters, with boldness, design, and technical intelligence.