Canadian company Undz recently opened a small, but superb men’s underwear store centred around a 1960s ice cream stand. Selling colourful men’s underwear directly from the bowl, the brand has also cleverly given them tempting names including pistachio, strawberry, apple and many more. Undz staff, dressed as vintage waiters, pack the goods instore in creative and innovative ways - in brown waxed paper wrapping with a simple fluorescent sticker to seal the deal or when you buy four or more the briefs come housed in a signature fluorescent tissue box available in three colours.

This fun and innovative vm and instore environment concept extends to the brand and it’s core values, promoting a clever but kitsch image whilst hooking on to the vintage and retro trend.

Georgie