Brief Encounters: Intimissimi Uomo: Italian Mastery Arrives in Hong Kong

Intimissimi has long been popular among the glitterati for its premium women's lingerie that blends sensuality, intricate design with everyday elegance. Intimissimi Uomo, the men's wing of the luxury brand, is the latest addition to the ever-increasing number of intimate (pajamas, underwear) designer men's apparel. Now, with its expansion into Hong Kong (the first store cropped up in the city in 2013, but the most popular and prominent flagship in Central premiered in 2017), discerning gentlemen in the city can access this Italian undergarment innovation with ease and comfort. The PR brief, pardon the pun, is all razzle dazzle, "this isn't just underwear—it's an investment in refined daily living, where premium materials and impeccable design elevate the mundane to the magnificent," says one of the breathless interns who has clearly been given the spiel to memorise, but sure, I'll take her word for it. 
Intimissimi Uomo's arrival in Hong Kong marks a significant milestone for the brand's global footprint. Launched as an extension of the iconic Intimissimi line in the early 2000s, the men's collection—branded as IUMAN—has gained traction for its focus on functional luxury. 

In Hong Kong, availability has ramped up through both physical stores and online platforms, aligning with the city's appetite for high-end European imports. 

As of 2020, the vision for the brand is... um 20/20. The brand's presence is solidified via the official Intimissimi Hong Kong website and select retail outlets, offering seamless shopping for those seeking alternatives to mass-market options. This move comes amid a surge in demand for premium men's wear in Asia, where consumers increasingly prioritise quality over quantity. For Hong Kong residents, it's a timely addition, providing access to pieces that promise durability and style in a humid, fast-paced urban environment that requires relief, ease of movement and endurance. 

To contextualise Intimissimi Uomo's entry, consider the current landscape of men's underwear in Hong Kong. The market is dominated by a mix of international staples and local favorites, with best-sellers reflecting a blend of affordability, comfort, and brand loyalty. Based on recent retail trends and consumer preferences, here are the top five best-selling men's underwear options in the city:

1. Calvin Klein Cotton Stretch Boxer Briefs – A perennial favourite, these offer reliable support with a soft cotton-elastane blend. Priced around HK$200-300 for a pack, they're ubiquitous in department stores like Sogo and Lane Crawford, appealing to those seeking minimalist all-American style.
2. HOM Premium Microfiber Boxers – French elegance meets innovation; known for breathable fabrics and ergonomic fits, this is not for those shy of countenance or of wallet. At HK$250-400, they're a hit in specialty shops, emphasizing bold colours, print, shapes and technical finesse like anti-bacterial properties ideal for Hong Kong's climate.
3. Under Armour Tech Boxerjocks – Athletic performance underwear with moisture-wicking technology. Popular among fitness enthusiasts and regulars at the gym, at HK$200-350, available at sports retailers like Under Armour outlets in Causeway Bay, Central, Tung Chung and a massive property in, aptly enough, Olympian city.
4. Lululemon Always In Motion Boxers – Soft, quick-drying modal fabric for all-day comfort. Ranging from HK$250-400, they're best-sellers online and in lululemon stores, favoured among the yogis and wellness gurus, runners and athletes.
5. Uniqlo Airism Briefs – Budget-friendly yet high-tech, with mesh panels for ventilation. At HK$100-200, they're a staple in Uniqlo branches across Hong Kong, prized for everyday practicality, and street-cred coolness. 

These options dominate sales charts, as per insights from platforms such as Zalora.com, Farfetch.com and other Hong Kong shopping and retail sites. They cater to a broad audience, from gym-goers to office professionals, but often prioritise utility over artisanal finesse. Intimissimi leans gently on the more fashionable side. 
What sets Intimissimi Uomo apart, placing it in a league of its own, is its unwavering commitment to Italian heritage in design, product innovation, and material excellence. Unlike competitors that lean on synthetic blends for performance, Intimissimi sources premium fabrics like Supima® cotton—a superior long-staple variety that's exceptionally soft, durable, and resistant to pilling. This "indestructible" quality, as the brand dubs it, ensures pieces withstand repeated washes without losing shape or comfort. 

The design ethos is minimalist yet opulent: seamless constructions minimise chafing, while ergonomic cuts provide subtle support without constriction. Patterns range from classic solids to subtle prints, allowing for personal expression under tailored suits or casual attire. Materials like stretch microfiber and cotton-lisle yarn offer breathability crucial in Hong Kong's subtropical heat, wicking away moisture while feeling like a second skin. 

Reviewers often rave about the luxurious texture—smooth, lightweight, and hypoallergenic—elevating mundane routines into rituals of refinement. In essence, Intimissimi Uomo isn't mass-produced; it's crafted for the man who views his wardrobe as an extension of his  personality, and his role in society that leans over sophistication than sport.

Accessibility in Hong Kong is straightforward, with key locations in all the hubs, Central, Causwaybay and outlets in Kowloon with pricing that positions Intimissimi Uomo as accessible luxury, making it competitive against mid-tier brands while delivering superior quality. Compared to top-sellers like Calvin Klein (HK$200+), it's a modest premium for durability.
Luxury is a lifestyle in Hong Kong, Intimissimi Uomo invites Hong Kong men to rediscover the art of intimates. and for the full exploration of this Italian gem, dive deeper into its collections—your wardrobe will thank you.

All photography: Yana Vilkinia

Model: Fritz at Model One. 

Location: Shot exclusively in Hong Kong.