BRIEFED #1: Underwear, Empires, and Cinnamon Rolls

 

Underwear Empires and Cinnamon Rolls: How Great Ideas (and Great Outfits) Start Small

Briefed by ThunderWear – Issue 01

At ThunderWear, we’re in the business of support—literally and metaphorically. Yes, we craft elite-level underwear. But we also care about what’s under your ideas, ambitions, and attitude. In this blog, we’re unpacking the power of small shifts—whether it’s a bold pair of briefs, a stubborn little itch that turns into a big idea, or a cinnamon roll that hits just right.

Because greatness? It usually starts in unexpected places.

1. Dressing for the Life You Want (Yes, Even Underneath)

You know that feeling when you put on a jacket that fits just right? Or when your shoes make that satisfying sound on the pavement like you're going somewhere important? That’s enclothed cognition in action. It’s science’s way of saying: what you wear influences how you feel and behave.

That includes your underwear.

We often treat the stuff under our clothes as an afterthought. But imagine starting your day knowing you’re literally supported from the ground up—in fabric that feels luxurious, breathable, and thoughtfully designed. It’s not just about comfort. It’s about signaling to yourself: I’ve got my s**t together. Even if no one else sees it, you know. And that changes how you show up.

2. Big Ideas Start With Small Annoyances

Behind almost every billion-dollar idea is someone muttering “this sucks” one too many times.

  • Sara Blakely was tired of visible panty lines and annoying seams—so she snipped her pantyhose and accidentally started Spanx.

  • Tobias Lütke just wanted to sell snowboards online, but the e-commerce tools were clunky—so he built Shopify.

  • Melanie Perkins struggled to teach design software—so she made Canva to simplify it.

  • Gary Erickson hated energy bars that tasted like cardboard—so he baked his own and founded Clif Bar.

The magic wasn’t in some massive original vision. It was in noticing a small, recurring frustration—and having the guts to fix it.

So take stock: what tiny thing drives you nuts? A product that never works quite right? A service that’s just slightly broken? A system that’s outdated but accepted? That pain point might just be your opportunity.

3. From Grey to Great: Why Your Wardrobe Needs a Shock of Colour

Look around the average guy’s wardrobe, and you’ll see a sea of black, grey, navy, and beige. Safe, sure. But where’s the joy?

We’re big believers that colour isn’t just for extroverts or Instagram influencers. It’s for anyone who wants to feel alive. When you add colour to your wardrobe—whether it’s loud or just a pop—you’re breaking routine. You’re giving your brain (and everyone around you) something fresh to engage with.

 


And it doesn’t have to be wild. Try:

  • Socks with a neon stripe.

  • A bold waistband that peeks out just enough.

  • Patterned trunks that remind you you’re not basic.

Because let’s be real—life is too short to wear underwear that doesn’t make you grin.

4. Meet the “Crazy Rich” Trunks

Now, let’s talk about our personal favorite: the “Crazy Rich” trunks. Inspired by boldness, luxury, and a bit of cheeky ambition, these trunks are dripping in swagger (and breathable tech fabric). With an eye-catching Bitcoin pattern and our signature Ballroom Pouch™ for superior support, they’re more than underwear—they’re a mindset.

Whether you’re chasing wealth, wellness, or just a good day at the office, these trunks say: I show up big. Even when no one’s watching. That’s power.

5. Real Talk From the ThunderWear Fam

We don’t need to tell you how good our underwear is. Our customers do it better:

“Took a chance on your pants. Snug and supportive as described! Love them... they will surely replace my decades of CK boxers.”
— Chris S.

“These are definitely one of, if not the best underwear I've ever bought. The sack is a genius creation!!”
— Azrul A.

From long-haul flights to daily grinds, ThunderWear has become the go-to for men who want support that doesn’t slack. Once you wear them, it’s hard to go back to anything else.

6. Of Buns and Business: Joyce’s Cinnamon Rolls

Entrepreneurship takes many forms. Sometimes, it looks like moisture-wicking micromodal. Other times, it smells like cinnamon and brown sugar.

Enter Joyce—a local baker who went from whipping up rolls in her home kitchen to running one of the most beloved cinnamon spots in town. Her story is one of patience, hustle, and damn good buns. And we see a lot of ourselves in that.

So we teamed up. Why? Because we believe in collaboration, comfort, and carbs.

Here’s the deal: use the code BUNSOUT at checkout for 15% off your ThunderWear order, and get a free cinnamon roll when you visit Joyce’s Bakery IRL.
(Yes, really.)

Final Thoughts: The Power of Starting Small

There’s a weirdly beautiful overlap between better underwear, better ideas, and better days. When you feel supported—physically, emotionally, creatively—you’re more likely to take the leap. Say yes. Start the business. Speak up. Try something new.

That’s what we’re about.

So whether you’re slipping on a pair of trunks that make you feel like a legend, or finally fixing that annoying little problem that could turn into your empire—remember:

Big change starts down below.

See you next week,
The ThunderWear Team


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