"Most underwear on the market for women is extremely feminine, with flowers, pastel colors, and lace," said Sugar and Lardeux. "Or, if it’s cut in a ‘boyshort’ it tends to be boring solid colors. We wanted to bring the design aesthetic of men’s underwear – the bold colors, fun graphics and the shape, including the wide waistband—to a style that would fit and flatter a woman’s body."