About AWARE SoHo
Aware was established in July 2004 on Old Compton Street, Soho.
The owner, a former diplomat and barrister who was getting
quite bored in career, identified a gap in the market as finding
exciting, yet wearable, underwear was becoming a real challenge.
He gave up his legal career and went from "briefs to boxer shorts",
when all his friends were telling him that he was mad!!
The Old Compton shop has since become an institution where A-list
celebrities and fashion designers love to drop in when they are in
town. Our friendly staff, who also look after the website,
are passionate about the range and their feedback is always on our mind
when designing the collection.
Our team of designers comes from all
around the world, from Britain to France, from Italy to South Korea,
from Greece to Japan, etc. and they bring the specificities of their
own culture into the game, for the greatest satisfaction of our
customers.
The "cities" underwear collection for
example is a tribute to the most successful Gay Prides around the
world, San Francisco, Paris, NYC, Cape Town, Barcelona, Amsterdam,
Sydney and of course Soho.
The success of this collection is such
that we are now hoping to launch four collections per year, with a mix
of underwear, outerwear T-shirts and tank tops, gymwear and swimwear.
So prepare to be blown away soon!!