Asian innerwear designer brand-Fu underwear


By Cecilia Sha

Men’s underwear is the underdog of the fashion world, long relegated to just being worn but not seen. Until that in 1983, Calvin Klein changed it with his underwear ad poster on Time Square. Today, in 2012, there is an Asian innerwear designer -Fu who wants to be as successful as Calvin Klein and 2(x)ist and which would add something new to the list of Asian designers who are currently very in vogue right now with the fashion world.

His business and finance background offers him very strong personality traits for career success; Additional, his mathematical and logical abilities are the decided advantage what make him over other designers come from an art background. Fundamentally, Fashion is a business.

After working for a few investment banks, hedge funds, Fu switched his career to Fashion. “ I have always had a keen interest in fashion. Fashion has always been my hobby, friends and coworkers of mine have always been telling me to go into fashion, because I have such a great eye for it and an innate sense of style.  I always enjoyed seeing what was on the runways and in magazines.”Fu said.

Comparing to the other designers doing outerwear, Fu finds his interest in men’s innerwear: “realized well made, stylish men’s underwear would be perfect, because to me, it is a necessary luxury that everyone needs and enjoys. It’s gotten more press and attention; but is still a market that has great room for growth and expansion.” He added, “It is the foundation to getting dressed and when you underwear fits well, looks good, and feels good, it gives you that extra perk in your step, that additional self confidence to take on the day. While a necessity; unless one goes commando, it can also be an affordable luxury item that anyone can enjoy and save up for.”

FU e=fu8 Underwear is the only line of underwear that has both the designer’s name and a formula, FU is his real first name while is means lucky in Asian Chinese culture, and e-fu8 is his trademarked formula for the pleasure principle. The pleasure principle is a real principle coined by Sigmund Freud. FU wants people who wear and see his underwear to have fun, enjoy their life, and life it to the fullest, in essence to maximize their pleasure principle.

How to Feature the quintessential FU man style, “I design for all stylish men, men who have big dreams. My customers is anyone in their teens to style conscious mature men who take pride and joy in how they look, what they wear and are aware that how they dress expresses themselves to others,” he describes, “so my customer is the ambitious college student, young working professionals who are busy working on their career to those who have done what they dreamed and are now enjoying the fruits of their labor.”

Fashion to FU is meant to be fun, a chance to take risks, be adventurous and daring. Style, fashion &clothing is meant to be played with and send message to all who see the person, so there is that aesthetic element.

When you go about your day and night knowing that you look the best that you can look, you can concentrate on other things because you already know that you look great, your clothing, underwear looks and fits great and fits great and you can focus on being happy and productive.

Let’s give our best wish to FU and his underwear fashion. Hopefully, we would see more and more signature FU e=fu8 logo on guys’ waistband when you wander on street.