In 2016, CEO Andreas Palm and creative director Christian Larson joined forces to launch Stockholm-based CDLP to make men’s underwear matter.

“We had never cared about underwear ourselves, because there wasn’t much to care about,” Palm said on the latest episode of the Glossy Podcast. “So we designed for ourselves, in the beginning; we made a product we wanted to wear.”

Doing so quickly caught the attention of fashion authorities including GQ and Esquire in the UK, which wrote about the “new masculinity” and sustainability the brand was bringing to the category, Palm said. In addition, retailers including Mr. Porter and Barneys showed early interest by placing orders.

In the seven years since, CDLP has expanded to product categories including sleepwear and swimwear. It’s also grown substantial businesses in international markets; the U.S. drives a majority of its sales, and it’s recently launched in the Middle East. 

This year, as the brand approaches profitability, the founders have their sights set on growing the women’s category, which launched in September.