Why Unbuttoned?
Men have plenty to wear every other part of the day. Very little is made specifically for the moments before intimacy.
Something made for this moment.
Women have long had clothing designed around attraction and anticipation. For men, the choices are usually underwear, pajamas, gym clothes or styles that simply are not for everyone.
Unbuttoned fills the space in between. Comfortable, flattering menswear designed with intimacy in mind.
Start with clothes men already wear.
Robes, fitted shirts and tanks, shorts, slippers, cuffs and neck pieces. We keep the shapes familiar, then rethink the fit, materials and details for intimacy.
Attraction still matters.
The idea grew partly out of relationship psychology and a simple observation: in long-term relationships, effort, playfulness and anticipation still matter.
Unbuttoned is not about becoming someone else. It is about having something you can put on because you want to look good for yourself and for the person you're with.
Choose something you'll both enjoy.
Start with the line that feels most like him, then choose the color you would most like to see. While sizing is still in development, his usual size is the best starting point.
Different men should look good in it.
Lean, athletic, muscular or bigger—the clothes should work with the man wearing them. That is why we are testing the full look from every angle and across the same five core colors.