清晨7:32
Ichihiro
AWARE was established in November 2001 on Old Compton Street, Soho.
The owner, a former diplomat and barrister who was getting quite bored in his career, identified a gap in the market as finding exciting (yet wearable) and affordable (yet excellent quality) designer underwear was becoming a real challenge. He gave up his legal career and went from "briefs to boxer shorts", although his friends thought he had gone mad!!
AWARE's Soho shop quickly became an institution where A-list celebrities and fashion designers would drop in when they were in London. Having a shop meant that our designers could incorporate customers' feedback into our collections which gave Aware an undeniable advantage on its competitors.
AWARE designers come from all around the world, from the UK of course, but also from France, Italy, South Korea, Greece, Spain, Argentina and Japan.
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