About us

‘Gentleman’; [jen-tl-muh n] – a chivalrous, courteous or honourable man.


We are men on a mission. Unfortunately, the wellbeing of man has come into question, and we are not resting on our laurels. For too long we have been shown 6 packs and waxed chests and told this is how we should be. Well, fuck that. We challenge this over sexualisation in men’s advertising and celebrate everybody, every body.


Having a social conscience sucks when you’re a fashion label. There is so many unethical normalities in the industry that we are simply not okay with. Fashion usually costs mother nature way more than just the number on the swing tag, our undies do not.


Teaching men’s undies some manners seemed well overdue. GENT is a brand with ethically sourced materials and minimised waste products. Contrary to common misconception, aesthetic, comfort and budget do not need to be sacrificed in order to minimise our environmental impact. Making the switch to better undies asks no effort from you, and equally, none from our planet.


So, chivalry is not dead. Be a GENT.