3 things we took away as exhibitors.
How do you bring a common, often hidden, everyday problem to the forefront? For us, the Regio-Messe Lörrach was exactly the right place to present our vision of comfortable men's underwear live – approachable, direct, and in personal conversation with people.
And this day clearly showed us three things once again:
✅ 1. There are so many men who are fed up with pinching & sticking!
What we already knew from countless conversations, we experienced again here: men openly talk about what they usually keep to themselves. There's pulling, pinching, slipping – every single day. Many are not satisfied with what's available in their underwear drawer.
And even more importantly: Many were immediately open to an alternative. "I've never seen that before" – this phrase came up remarkably often. Our answer? "That would be bad – because we've applied for a patent on it." An "aha" moment for many, because it shows: MANDERWEAR is not just rethought, but also uniquely made.
✅ 2. Our vision resonates with the times.
MANDERWEAR doesn't just stand for new underwear. We stand for a new feeling. For the self-conception that innovative men's underwear not only looks good, but also functions well – in everyday life, during sports, in the office, everywhere.
The reactions to our product, the design, the details show: Men are ready for underwear that thinks along with them. And we feel that our approach – "rethinking underwear" – is more than just a slogan. It's a real need.
✅ 3. If you stand out, you'll be approached.
Yes, our booth was an eye-catcher – and that's exactly what we wanted. Because visibility is the first step to a conversation. And there were plenty of those: with customers, with curious visitors, and with potential partners.
The first people to approach us were women.
Curious, interested – and with a very specific concern:
"My husband constantly complains about his underwear. I think this could be for him!" Many talked about pinching waistbands, slipping legs, sweaty fabric – and that their husband was constantly complaining. We explained, listened, discussed – and received valuable feedback. For us, that was the proof:
Those who act with conviction get a response.
And it got even better:
The press also noticed us directly at the trade fair.
Two newspapers reported on us and picked up on our vision of comfortable men's underwear – further proof that we are on the right track. Read the articles here:
Oberbadische Zeitung, 21.03.25: "Regio-Messe - Company from Binzen aims to set new standard for men's underwear" by Bernhard Konrad
Badische Zeitung, 23.03.25: "Regio Messe Lörrach offers insights into regional start-up scene - from underwear to ceramics" by Savanna Cosma
What we take away
The Regio-Messe was more than just a trade fair day for us. It was confirmation, impetus, and inspiration. We saw that our idea works – and that there are many people out there looking for exactly what we offer. They just need to know about it.
About us:MANDERWEAR GmbH was founded in 2023 by Julia and Alexis Knell – a family business with a clear vision: men's underwear that is not only comfortable, but also frees men from the everyday problems that many have simply dully tolerated until now. With our own newly developed product line, we focus on innovation and comfort – our goal is to free men from pinching, sticking, and chafing, and to give them a feeling of freedom and well-being. We are proud to not only offer a solution, but also to redefine the way men experience underwear.
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Author: Julia Knell. This article was written with the support of AI and subsequently reviewed and edited by the author.