The Crown Joules
This year British clothing brands are celebrating history in the making. The Queen’s 60 year jubilee has inspired light hearted takes on menswear essentials for spring/summer 2012, including transforming traditional underwear styles into timeless memorabilia.
Joules is a British clothing brand that was originally established selling ‘country clobber’; they are well renowned for giving their quintessential outdoor casual pieces a quirky twist. The brand have produced a new bold and bright collection of men’s underwear picking up on the monumental event. The range includes a selection of cheeky cotton boxer briefs – which embrace the current bold prints trend – and developed a clever marketing campaign to promote them.
As we approach the summer, we can guarantee that there will be countless limited edition collections and pieces draped in union jack prints – this is the time to fly the flag, this is the year to be British and proud. These boxers are a sharp contrast, marking the celebration in a more private and subtle way, yet they are edged in outspoken laddish humour. The collection is a stroke of genius, proclaimed the ‘Crown Joules’ – a strong play on the brand’s name.
Exploring 1950s contrast colour prints, there is a selection of 18 different designs that feature the brand’s iconic hare logo, polka dots and symbols that draw inspiration from county life. The casual clothing brand, which is passionate about prints, proves that every man’s underwear draw needs a pair of boxers with tasteful ‘old school’ humour.
In terms of finishing touches, each pair comes in a travel pack pouch marked with a stamp of approval, making them ideal to pack for weekends away.
Snap them up on Joules’ website.