New Brand! Aware Soho
(11 May 2010)
AWARE was established in November 2001 on Old Compton Street, Soho.
The owner, a former diplomat and barrister who was getting quite bored in his career, identified a gap in the market as finding exciting (yet wearable) and affordable (yet excellent quality) designer underwear was becoming a real challenge. He gave up his legal career and went from “briefs to boxer shorts”, although his friends thought he had gone mad!!
AWARE’s Soho shop quickly became an institution where A-list celebrities and fashion designers would drop in when they were in London. Having a shop meant that our designers could incorporate customers’ feedback into our collections which gave Aware an undeniable advantage on its competitors.
AWARE designers come from all around the world, from the UK of course, but also from France, Italy, South Korea, Greece, Spain, Argentina and Japan.
Filed Under: Aware Soho • Hot Models
Comments (3)
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rikki forrest says:
is there a coupon I just went on there website, love them but seems expensive about 40.00 for a pair and there website does not change currency to dollars. so would like to order but not sure the price
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Thanos says:
@rikki
Try “scene” as a coupon code at checkout (it is for 20% discount). The code is on an ad of aware in a magazine.
You are right, they tell you the total price on the checkout only in british pounds. Their price for a pair of briefs is £19.00 (which is $28.00) and they don’t charge for shipping fees for orders over £35.00
