Sloggi

sloggi built its name on comfort-first cotton underwear, and many wearers find a pair disappears once it is on. The brand was introduced by Triumph in the late 1970s specifically for high cotton content and everyday wearability. Whether it is worth it for you depends on how much you value that soft, no-dig comfort over the cheapest multipack.

sloggi is one of Triumph International's two global brands, and the line has long been associated with soft, high-cotton-content briefs designed to feel good all day. As with any widely sold basics range, the feel can vary across styles, so it helps to start with one of its established core briefs. Many long-time wearers stick with it precisely for that easy, broken-in comfort.

When Triumph launched sloggi in the late 1970s, the whole point was underwear with high cotton content marketed around comfort rather than show. That focus on soft, everyday wearability is still the brand's calling card. If your priority is briefs you forget you are wearing, that is exactly the niche sloggi was created to fill.

Yes. sloggi began in the late 1970s as a brand for female customers and later expanded with products for men under sloggi Men, as well as swimwear under sloggi swim. So the comfort-first idea now runs across women's, men's and swim ranges. It is no longer just a women's-briefs label.

sloggi is made by Triumph International, a Swiss underwear manufacturer. Triumph introduced the sloggi brand in the late 1970s and treats it as one of its two core global brands alongside the main Triumph line. So buying sloggi means buying into Triumph's long lingerie and underwear expertise.

Triumph International introduced sloggi at the end of the 1970s, marketing underwear and other products with high cotton content under the new name. It gave Triumph a dedicated comfort-and-cotton brand distinct from its main lingerie line. That clear purpose is why sloggi still reads as the everyday-comfort choice today.

sloggi sits within Triumph International, which is wholly owned by the Braun and Spiesshofer families. Triumph itself was founded back in 1886 in Heubach, Germany, and is now a Swiss-headquartered underwear manufacturer. sloggi is one of its flagship global brands.

Yes. In 2003, the self-regulatory body of the French advertising industry criticised a sloggi campaign that showed scantily clad women on billboards advertising thongs under the slogan "It's String Time." Critics, including French politicians such as Ségolène Royal, argued it harmed the dignity of women, though the company did not adjust the campaign. It remains a noted episode in the brand's advertising history.

sloggi is a brand of Triumph International, whose roots go back to a corset factory founded in 1886 in Heubach, Germany. Triumph moved its headquarters to Bad Zurzach, Switzerland, in 1977, and launched sloggi shortly after. So while sloggi is a relatively modern brand, it sits on a very old underwear-making lineage.

Since sloggi is built around high cotton content, a cool or warm gentle wash and air-drying will help the fabric keep its softness and shape for longer. Skipping high heat in the dryer reduces wear on the elastics and the cotton itself. Treated this way, a well-made cotton brief tends to stay comfortable wash after wash.