history of dug

The original downundergear concept was created to give new meaning to what men put down under their gear. dug has received an unprecedented amount of television/movie exposure and press due to its wide acceptance by notable entertainers of music and film, all before becoming available to the public. The dug logo, also affectionately called "the digger man", can be spotted worn on countless celebrities, trendsetters, icons, as well as everyday people who appreciate the dug lifestyle. Finally the dug team is in place and is ready to deliver it's core collection to the masses.

Today dug life (luxury is for everyone) is a male apparel company whose core offering is men's underwear and lounge wear.  Our goal is to dress men comfortably from the inside out; naturally starting with the apparel closest to him--his underwear.  Just as Victoria Secret has "Her Secret", we have "His Secret" and we are finally unleashing it this summer!  Our designers and sourcing team have put together a line that is made of superior quality fabric which results in a fit and feel that is unmatched by our competitors.  Now, while our superior quality product and service will differentiate us from other companies, the coup de gras for us, so to speak, is our brand message.  The meaningful lifestyle message that is represented by our logo (the digging man) and the profound statement it makes when worn. This statement encourages men to "keep digging deeper" in whatever He does--to attain His desired success. We as a company also practice what we preach as we continue to support and dig deep for various social causes through sponsorships and donations. We are also digging deep to help stimulate our economy which is why we decided to make our product here in the US. 

So as we prepare to launch, we encourage you to join the duglife and share that "dig deep" message that you live and our efforts to recognize everyday men who keep digging deeper to protect our country, take care of their children, care for their parents, fight illness, among the many other causes people dig deep for on a daily basis.

KEEP DIGGIN' DEEPER!