The idea behind FIER sound like a joke. One of the founders simply used the word "sgeg" in front of the two others, a word used in France to talk about male genatalia. We all agreed on the spot that it would be a great name for a boxer brand.
While it started there, we kept on coming back to this idea of a new brand for men's underwear.
The underwear FOR you
And so, if we were to launch a new, ideal underwear brand, we wondered about the qualities we’d want to see from it.
And that’s how FIER boxers were invented.
More about the founders
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.
All our fabrics are made from sustainable and recycled materials.
All our patterns are exclusive and made by local artists.
Printing and production is done in Montreal.
Our models aren't meant to feature perfect bodies, but real bodies.
Make a change, step by step
FIER is an ideal: clothing made with care and heart. It's our way of doing our part, one step at a time, to the world of tomorrow.
It's not perfect, but it's our way of trying to make a difference.