D.HEDRAL underwear launches exclusively at Selfridges

— 29 November 2012

D.HEDRAL underwear launches exclusively at Selfridges
Selfridges is excited to launch innovative new men’s underwear brand D.HEDRAL in a worldwide exclusive, now available only at Selfridges London and online.

Think of D.HEDRAL as the difference between investing in a made-to-measure shirt compared to off-the-peg. Developed over three years, D.HEDRAL utilises patented ‘Anglefit’ technology that factors the roundness of the wearer’s bum to create a snug second skin.

‘Anglefit’ introduces three angles that change the capacity and support of the underwear, allowing them to cling and stretch perfectly over the natural curves of the body to create a flattering silhouette.

Their first campaign, featuring top American model Aaron O’Connell, drew quite a crowd at Selfridges HQ. Watch it now to see what the fuss is about…

Shop D.HEDRAL now >