I’ve always been superstitious.
I started to notice this back in my uni days when I was getting ready for a date. I realised I was always doing three things:
- Playing music that put me in a good mood
- Having 1-2 drinks to ease the nerves
- Wearing the “best” pair of underwear I had (in case of a miracle)
At the time, my "best’" were overpriced Calvin Kleins I bought because that’s what I thought attractive people wore. They looked the part, but they didn’t last and I was never really comfortable in them. They didn’t exactly fit the binge-drinking, frozen pizza eating, easygoing image of myself I worked hard to cultivate.
That’s where the idea for Charmers was born.
Lucky underwear had always been a thing, but why didn’t anyone specialise in making these? What if someone could create a product that’s comfortable, funny and made specifically for the average man who would rather be a bit rough around the edges than look like a wanker?
I started researching superstition and realised it was everywhere in pop culture. Michael Jordan wore his University of North Carolina shorts under his Chicago Bulls uniform for every game. Keith Richards refused to go on stage until he’d had a shepherd's pie (my personal favourite) and Steve Smith basically does an interpretive dance before each ball he faces throughout an innings.
In one 2010 study, participants who were told they were using a “lucky” golf ball performed better on a putting task than those using a normal ball. The researchers found that engaging in superstitious thought processes prior to a task improved participants’ performance (Damisch, Stoberock, & Mussweiler, 2010).
That’s the core idea behind Charmers. Underwear, especially men's underwear, is inherently funny, and not to be taken too seriously. Most brands all tell you a different version of “our’s are the most comfortable in the world”.
After looking into it, it’s not that complicated. Good fabric, good fit, and smart seam placement so they don’t ride up or feel too tight — that’s it. The rest is just marketing.
We always aim to put humour first. Designs you won’t find anywhere else (and probably shouldn’t give to kids), and content made to have a laugh.
We will always offer prizes and incentives for being involved, making us Australia's Luckiest Underwear™ and rewards will scale up as we grow.
These might not be the only underwear you own, but they might be the ones you reach for when you need a lucky break..
The less we spend on marketing, the more we can put back into a bigger range and better prizes for the community. We’re just getting started, so sharing really matters — if you’re on board with what we’re doing, supporting the brand and spreading the word goes a long way.
Thanks for being a part of Charmers, and supporting us so we can support you.
- Michael