How we began

The
Thunderwear
Story

From a Saturday night out in Hong Kong to underwear that brings out your inner Superman.

Luigi La Tona
Luigi La TonaCEO / Founder
Chelsea Guy
Chelsea GuyGeneral Manager / Co-Founder
The founders

Luigi La Tona

CEO / Founder

Luigi turned a Saturday night conversation in Hong Kong into ThunderWear, bringing the idea to life as a class project in his NUS Executive MBA. Always curious to travel the path less trodden, he loves creating something from nothing and learning without fear of failure, which is how 250 interviews about boring underwear became a bold new brand.

Away from work, he’s an adventurer at heart, taking to the blue skies, deep water and leafy paths, and thriving as a stranger in a strange land.

Chelsea Guy

General Manager / Co-Founder

A Canadian dynamo who lives life out loud, Chelsea is redefining underwear and shaking up the intimates industry one pair of THUNDIES at a time. She’s the magnetic force of nature who somehow ends up hosting the party of the season, and she brings that same warm, wild, unstoppable energy to the brand.

When she’s not at work, she’s wrangling her hubby, two mini-mes and a pair of fluff-tornado labradoodles, jumping out of planes, or conquering a golf course between gym sessions.

01

Every good idea starts with a night out in Hong Kong, right?

Well, as the story goes, my friend Nigel Perera and I, Luigi, were out one Saturday night in Hong Kong, and he says to me, “Do you have your lucky underwear on tonight?”

Perplexed about this concept, because I've got my very average and safe black ones on, he says,

No man, nights like this you got to put on your red, something bright. Makes you feel like Superman!
— Nigel Perera

While I don't remember everything that happened that night, and I'll plead the fifth, I remember that conversation.

And so started the journey of empowering men with the choices of underwear that they put on at the start of the day, any day, or particularly for any given big day, big presentation, big interview, hot date, wedding, and the list goes on.

250+

When I interviewed over 250 men and women, I got the same answers. They were tired of the status quo of boring underwear and socks.

I knew I was onto something.

02

The fateful day came when our NUS EMBA class was challenged to start a project and sell an item online. This was the chance to give ThunderWear life.

Selling the guys on my class the idea of better fitting and boldly designed underwear, I already had customers, without actually having a product.

Production started soon after, development continued, the dogged pursuit of better underwear for men persisted and here we are today.

The 4 C’s Your Underwear Should Live By.

Comfort, Convenience, Confidence, and Cooling

Comfort

So comfortable you’ll forget you’re wearing them, until someone compliments you.

Convenience

Easy to wear, easy to wash, easy to love. One less thing on your mind.

Confidence

Your secret weapon that makes you feel like Superman, inside and out.

Cooling

Cooling fabric that keeps things chill from morning to late night.

ThunderWear is made for busy days, late nights, and everything in between.

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