Before heading over the Atlantic to join CIFF x CFDA showcase for New York Fashion Week, Co-Founder Andreas Palm joined the CIFF Media studio for a talk about how two friends travelling and staying in hotel rooms together inspired them to refine mens underwear – understated, yet elevated and built with purpose and responsibility. By portraying men in a different way they wanted to find sexiness in something else than pure looks, but as something that men could relate to.