Raphaël, Adam and Maryse are idealists. Wholesome, creative, and rigorous. But first of all, great friends who recognized each others’ entrepreneurship.

Why men’s underwear? Because the fashion industry appears to be the ideal breeding ground for new ideas in both business practices and male representation.

Is it possible to manufacture locally and ethically? Is it possible to offer a satisfying alternative to the current consumer products?

Can other new ideas about masculinity be valued?

And most importantly, can we achieve all of this through attractive and comfortable designs and models without crazily steep prices?

That's what FIER does, day after day.