PUBLISHED : Sunday, 04 December, 2011, 12:00am
UPDATED : Sunday, 04 December, 2011, 12:00am


Who started it? Former investment banker James A. Christopher, founded the brand, which launched last month, in frustration over the lack of quality and personality in many men's underwear departments. The New Yorker found that while designer undies were luxurious, they were either over-priced or lacked style. In 1996, he co-founded, along with Australian designer Peter Reeve, interior design firm CRD. In 2005, when Christopher and his partner moved to Hong Kong, he decided to harness his collective interests in design, the arts and travel to creating jac5. Using designers and manufacturers in Australia, he launched his premium brand of cosy and fashionable garments imbued with his mischievous sense of humour. The brand name is the founder's initials and the number of Jack Russell terriers he keeps - which also provided the logo for this distinctly cheeky label.

Why we love it: in an industry swamped with pictorials and pectorals of adonises in barely-there undergarments, here's a range of comfortable attire that's both fun and stylish. You won't find the usual assortment of grandpa shorts and dull-as-dishwater colour schemes; instead it's a range of vibrant colours and prints with cheeky taglines sewn into the waistbands (ranging from 'loyal' to 'supersmart' to 'barking mad').

What we'd pick: the 'barking mad' black briefs with orange piping (left; HK$225) and the 'loyal' Rodney Retro trunk (far left; HK$235).

Where can you get it? Jac5 is at 81 Wing Lok Street, Sheung Wan, tel: 2545 6100.