It all started with a casual hangout at a friend’s place—the kind of gathering where random business ideas pop up out of nowhere. My friend suddenly said, “Man, these boxers suck.” That got me thinking—he was right! Most guys, including me, just settle for uncomfortable underwear. Whether it’s cheap stuff from the corner store or overpriced international brands, nothing really works for us.
He started breaking it down: chafing, ride-up, flat pouches, zero support—it was a problem no one seemed to be solving. That sparked an idea: why not make boxers that actually work for us, Arab men?
But here’s the thing: launching an underwear brand—starting with boxers—in a market like Saudi Arabia isn’t exactly an easy sell. The market is dominated by established legacy players, and innovation in this space has been almost non-existent. It’s a category people rarely think about improving, and that’s exactly why we saw an opportunity. If no one else was willing to challenge the status quo and create something better, we would—but we’d do it our way.
When it came to designing the product, we didn’t go for the low-hanging fruit—the quick fixes, conventional designs, or typical fabrics. We aimed higher. We set out to solve the real problems with men’s underwear, the ones everyone else ignored, while breaking the stigma along the way.
So, a few of us teamed up. We’re the kind of trio that takes a random thought and turns it into something real. We dove deep into research, trying over 100 types of boxers from all over the world. We studied what worked, what didn’t, and what was missing. After countless trials and late nights, we found the secret sauce: buttery-soft modal fabric, a roomy contoured pouch, an anti-roll waistband, and a longer inseam for a chafe-free experience.
We didn’t stop there. We hit the road, visiting multiple factories across the globe and collecting samples from Turkey, China, India, and Pakistan. Every prototype tweak brought us closer to perfection.
A year later, we nailed it. We created Hawa—the most comfortable underwear on the planet.
Because when it comes to redefining men’s underwear in a market that usually avoids the topic entirely, we don’t settle for what’s easy. We go for the high-hanging fruit—the kind that takes effort, vision, and the courage to challenge norms.
This is just the beginning. Stay tuned.