We're hosting an AMA (Ask Me Anything) on Reddit
Join us on September 11th, 2025, from 12-2 PM EDT | 6–8 PM CET.
Direct link to AMA here.
Our founder, Tommi Lähde, will be replying under u/the-other-danish-guy.
What is a Reddit AMA?
It’s a public Q&A session where our founder, Tommi Lähde, will answer questions from the Reddit community in the comments. Think of it as an online press conference or interview, where anyone can connect with Tommi and the community can upvote or downvote questions to highlight the most popular ones.
And one of the questions Tommi wants to put on the table is as bold as it sounds:
What If Your Underwear Outlives You?
Nobody wants their grandfather’s underwear. Not even washed, pressed, and folded with military precision. There’s something unsettling about the idea of garments crossing generations when they were never meant to be heirlooms. And yet, here we are, talking about longevity in a category designed to be invisible.
The funny thing is: longevity cuts both ways. Too little, and your waistband starts curling before you’ve even memorized the laundry symbols. Too much, and someone eventually writes to complain that their seven-year-old trunks didn’t make it into year eight. (Yes, that actually happened.) At which point one wonders—how long should underwear last? Long enough to earn your trust. Not long enough to become an inheritance.
But here’s the part nobody likes to talk about. The industry never cared. Licensed labels stitched onto the cheapest possible fabric, outsourced to wherever wages are lowest, shipped back to stores where nobody dares to return a ruined pair. Three months in, when your underwear has already surrendered, the brand has won. Because you won’t complain.
That’s why the idea of “Buy It For Life” in underwear feels both absurd and radical. Absurd because, well, grandpa’s undies. Radical because the simple act of making underwear last is already rebellion against an industry that’s perfectly happy with built-in obsolescence.
On September 11th, 2025, Tommi will take this conversation to Reddit’s r/BuyItForLife community. He’s promised to answer every uncomfortable question about longevity, durability, price, and why underwear fails more often than it should. Bring your skepticism. Bring your stories. Maybe even your disappointments.
Because if underwear can spark a real conversation about what lasts, maybe it’s not so invisible after all.
Take part in the AMA session here.
Made for people, not ideals.
