In 2017, we were approached by two southern gentlemen with a new business idea. They wanted to make the first custom-fit underwear – and needed a website to sell it online. Sensing that they might really be onto something, we asked them to slow down a bit. What will this brand be called? How will it be positioned – and to whom? What will the advertising, packaging and, yes, the ecom site look like? And so we started out on a research-driven process to create the world’s first tailored knickers. Or, as the brand is now known, Nic Tailor.