Its exciting when a new underwear brand catches your attention on your time line. With stunning new photography, Ls Chois has smashed through onto the scene, with beautifully made and constructed underwear for a modern man. The webstore is coming soon, their Instagram is now live, and well worth a follow to keep updated. The fit is exceptional, with incredible care and attention paid to the fabrication. The brand (name short for Else Choice) aim to inspire and motivate their wearers, to instil self-assurance and resilience in their pursuit of goals. The brand is based in London, and manufactured in Taiwan, and as well as looking good (On that subject, throw Mattia a follow), their pieces deliver many advanced features, including moisture-wicking, anti-bacterial, anti-odor, extra-flexibility, thermoregulation, and anti-allergy benefits. We are excited to see where they are heading, and with photography like this, by Daniel Jaems, they have our attention! Ls Chois