New men's underwear store open in South End

Men have a new option for purchasing upscale underwear in South End, with Wednesday's opening of Brief.

The 1,000-square-foot store features underwear, swimwear and other men's loungewear from a variety of upscale designers. Here's a description of the store from owner Dan Mauney:

"The shopper will delve into the world of the best designers including internationally known brands such as Calvin Klein, TommyJohn, Diesel, SAXX Underwear, 2Xist, C-IN2, Parke & Ronen, Baskitwear, Andrew Christian, N2N Bodywear, Speedo, Hugo Boss, Gregg Homme, 2Eros, Whittall and Shon, Hanro among many others. The collections of swimwear will offer everything from racers, square cuts to traditional board shorts. Finally, loungewear will include everything from leisure, weekend casual, athletic, yoga wear and robes."
 The store plans to have online shopping live by Sept. 15.

Mauney is also opening a 4,000-foot shoe store called Shu in the same building, which he plans to open in October. The store will also sell accessories, handbags and jewelry, and Mauney plans to add men's shoes next spring.

The building also has a 3,000-square-foot flexible space that Mauney will use for fashion shows, parties and other events.

"The neighborhood is right," Mauney said of South End. "It's perfect."


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