Why I, as a 52-year-old consultant, stopped buying ordinary underwear
Written by Anders Lindholm, 7 Aug 2025
As a man in my 50s, in the middle of my career, I long thought that underwear was one of those things you never needed to think about.
I bought the usual 3-packs at H&M or at the supermarket. After a few months they lost their shape, the waistband went slack, and they started riding up under my trousers.
At the office I could sit in meetings feeling irritated, but not do anything about it.
For me it almost became a symbol of everyday stress: small things that constantly bother you.
A colleague told me about bamboo fibre underwear from a Swedish brand called ECOAWEAR. I was sceptical, but decided to order a pair.
I noticed the difference straight away on the first day. The fabric was soft, cool and shaped itself perfectly without rolling up.
I could sit a whole day at the office, run for the train, and still feel comfortable.
Afterwards I thought: "Why have I put up with it for so long?" No irritation, no sticky feeling, just a garment that means you don't have to think about it.
The best part is that they last. After many washes they still look like new, and ECOAWEAR also offers a 365-day satisfaction guarantee and free size exchanges.
That feels reassuring.
I started with just a few pairs, but quickly realised I wanted more, so I always have a pair ready.
And right now you get 10% extra discount with the code "tidig10".
So right now you get 17 pairs for the price of a 3-pack. It sounds crazy, but it's true!
Limited offer
Why is it so cheap? ECOAWEAR is doing this for a limited time so that as many people as possible can try them. They are so sure you will come back and buy again that they dare to give this big discount.
Make the most of it before stock runs out again!