In an era where men’s fashion has evolved far beyond suits and sneakers, underwear has quietly become one of the most expressive categories of personal style. No longer just about comfort, the modern underwear market thrives on craftsmanship, material innovation, and identity, with discerning consumers seeking pieces that feel as good as they look. From everyday essentials to indulgent investments, the rise of luxury underwear has blurred the lines between utility and artistry, giving rise to brands that treat what’s worn underneath as an extension of confidence and taste.
At the heart of this refined movement is Foxe and Fable, a British label redefining men’s luxury with its signature silk boxer shorts. Founded by Sam Green, the brand brings timeless elegance to a garment often overlooked, weaving together heritage tailoring, sustainable sourcing, and unapologetic comfort. Each pair of Foxe and Fable boxers tells a story, one of craftsmanship, quiet sophistication, and a belief that true luxury begins where no one else sees. We sat down with Sam to talk about his inspiration, the making of silk underwear, and much more finer details.
1: Lovely to have you with us, Sam. I must say the name of your brand itself, Foxe & Fable, carries intrigue. What story are you telling with it?
The brand name was one of the most difficult decisions to settle on, but I am really happy with where we landed and what the name evokes. The brand identity is rooted in the idea that we all have a hidden, ‘other side’. We’re one person in our 9-to-5, but outside of that, certain places, people, or even products bring out different characteristics that we might usually keep guarded. ‘Foxe’ represents that unleashed and uninhibited self – daring, romantic and untamed. ‘Fable’ is then the story of how that self emerges, whether for a romantic evening, or just being unabashedly you in your own space. The reversed ‘&’ in our logo is a small but playful nod to that ‘other side’.
2. What gap did you see in the men’s underwear market, and what made you want to challenge the status quo and create Foxe & Fable?
The idea came during the Covid lockdowns. I bought my partner a set of lingerie in an attempt to lift her spirits. She had lost her confidence and was feeling low, but the moment she put the lingerie on, something immediately shifted, and she was back to feeling sexy, confident and powerful again.
I couldn’t help but feel envious, I wanted to feel that same transformation too. Then as I looked down to see I was wearing the same basic cotton briefs that I wear every day, I suddenly felt very underdressed during this romantic and intimate moment that we were sharing. This triggered the light bulb moment, ‘Why isn’t there lingerie for men?’
During my research I found a stark difference in the underwear choices available to men and women. Whilst women have a full range of option from basic to lingerie to fetish wear, for men, the choices are either basics or fetish and novelty items. There was nothing that matched the elegance and sophistication of women’s lingerie. It was a clear gap in the market.
3. Foxe & Fable describes itself as “luxury underwear designed to be desired” — what does that statement mean at its core?
At its heart, ‘designed to be desired’ means this: our underwear is not just about function, it’s about feeling elevated. You wear Foxe & fable to feel sexy, confident and powerful, whether for yourself or someone special.
We believe underwear can be more than a functional requirement, it can shape how you carry yourself, how you see yourself and how you allow yourself to be seen.
4. How do you want Foxe & Fable to change the way men (and their partners) think about underwear?
I want men (and their partners) to see underwear not purely as a necessity but as a luxury and indulgence that carries intent: something that speaks to identity, confidence and desire. For decades, women have had underwear that make them feel more than just covered, it lifts mood, evokes sensuality and encourages self-expression. Foxe & Fable aims to give men the same opportunity.
5. How does working with silk and lace challenge traditional underwear design?
Silk and lace aren’t materials most men associate with their underwear but that precisely why they were essential to use for Foxe & Fable. They allow the underwear to move beyond pure functionality and into sensual, luxurious and provocative territory.
Silk has a soft fluid elegance and is immediately associated with luxury, so it helps position the products as an indulgence. It’s expensive for a reason and boasts a number of great properties like thermo-regulation, hypoallergenic and moisture wicking, but the real reason behind using silk is that the skin feel is unrivalled, it is a very sensual material. Lace on the other hand adds contrast and intrigue, a tease to what lies beneath. We use lace with intention, not to overexpose but to arouse curiosity.
6. You’ve chosen to focus exclusively on boxer shorts — why this cut and not briefs, trunks, or boxer briefs?
Our starting point for the products was silk due to its association with luxuriousness and sensuality. However, in its purest form, the material has no stretch which ruled out the tighter cuts and so boxers were the natural shape to use. On top of that, boxers are a very familiar cut so hoped this would be more approachable to our customers.
In time we do plan to expand into briefs and trunks. Watch this space…
7: How do silk and lace fabrics transform everyday into something extraordinary?
There is something almost magical about silk, the way it gently caresses your skin turns the ordinary into something more sensorial. Lace adds an edge and some intrigue. You almost feel naughty wearing it.
8. Why do you think so many men are beginning to shift back toward boxer shorts and do you see them becoming the dominant style over the next decade as men move away from tighter cuts?
There is a growing trend in the men’s underwear space toward genital health which centers around comfort and breathability. I imagine the fact that boxers allow you to hang as nature intended, providing more airflow, and freedom are qualities that consumers are now looking for.
That said, I believe tighter cuts like briefs will remain the dominant style, principally because they tend to be more practical under clothes. They are seen as less traditional and more fashionable.
I hope to see a lot more innovation in the men’s underwear space, whether that’s news cuts, designs or materials so we can have some more options beyond what we’ve become accustomed to.
9. For men who have never worn boxer shorts before, and might find a £150 pair a significant investment, what advice would you give for getting comfortable with this style? Would you suggest starting with a simpler pair first and if so what would you recommend?
For those wanting to experience Foxe & Fable for the first time, I would recommend our Silk Boxer which is the most popular style. Regarding fit and cut, boxers are more forgiving than briefs and trunks, there are less contouring issues so you really only need to get the waist size right. We also offer complimentary returns if you’re not fully satisfied with your purchase.
In terms of pricing, our core collection starts at £100 for the Lace Boxer, with our limited-edition collection of embroidery designs called ‘The Rose Collection’ starting from £150. It is a significant spend for underwear, but I believe the craftsmanship, materials and attention to detail justifies that investment. Ultimately Foxe & Fable isn’t going to be for everyone, but I plan to bring out new products in the future at more approachable price points.
10. Do you personally wear boxer shorts and if so how has your own experience shaped the way you design Foxe & Fable?
Personally, I wear briefs day to day. For me though, Foxe & Fable is about those moments that deserve something extra, whether that’s igniting intimacy on a date night or simply lounging in the ultimate comfort at home.
The physical act of slipping out of your everyday attire and slipping into Foxe & Fable carries intention and can have a profound psychological effect on how you think and feel. It’s like a reset button.
11. How does Foxe & Fable encourage men to see what they wear underneath not just as underwear, yet as an experience of self-indulgence?
One of our reviews says it best, ‘As a man, they are comfort you cannot understand until you put them on’. That is the experience that we aim for.
There’s only so much one can say in our branding and marketing messages, and the proof really is in the pudding.
12. If Foxe & Fable succeeds in redefining men’s underwear, how do you see its signature pieces shaping not just mens style, yet the way they carry confidence, express individuality and experience everyday luxury?
If Foxe & Fable achieves its aim, it won’t just shift what men wear, it will change how they feel. Foxe & Fable will become a symbol of confidence, individuality and indulgence.
But there is a broader movement at play: masculinity is evolving, our approach to fashion is now more aligned with self-expression, self-care is no longer a taboo and sensuality is becoming a strength. Within this Foxe &Fable is just one voice and provides a new outlet for men to explore their masculinity and what it means to them.
In terms of the future, we hope to bring this outlet across a broader range of garments from underwear and pyjamas to loungewear and nightwear and perhaps even resort wear. We will be guided by what are customers want.
13: What does the future of Foxe & Fable look like?
In the next few years, I envision Foxe & Fable growing in product range (new cuts, colours, styles) while always preserving the sensuality and craft that are non-negotiable. I see us becoming more international, connecting with people globally who long for underwear that’s more than utilitarian. I hope we’ll collaborate with artists and photographers and expand into new products – all while staying true to the idea of unleashing, indulging, and celebrating the ‘other side’.
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Foxe & Fable
Interview By Connor Mantle
Connor Mantle
Young entrepreneur and freelance model. Founder of the AW20 Hope & Glory Fashion show, with interests in mythology, spiritualism and astrology among many others. One can be contacted via Instagram @Connormantle
Haha, finally! A mans secret wish for silk boxers is out in the open. Who knew feeling elevated could be this simple? Must admit, Im quite envious – I think Ill start wearing my partners functional cotton briefs to work immediately. On a serious note, though, the idea of underwear designed to make you feel sexy, confident, and powerful isnt half bad. Lets just hope my wallet doesnt feel quite *that* powerful afterwards! Evolution of masculinity, check. Increased spending, perhaps inevitably checking in.