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About Us

Information about us

Who are we?, the online menswear site. We offer a fantastic selection of designer men's underwear from both established and new exciting brands.
We also offer great value, always promising to be 10% cheaper than the cheapest UK price, that refers to online and high-street prices.

This website is owned by:

BW Direct Ltd.
44 Gerard Street, Derby, DE1 1PA
Phone: 01332 348 667

VAT Number: 645 3921 30GB

BW Direct Ltd is registered in the United Kingdom
Company Registration address: Carpenter Court, 1 Maple Road, Bramhall, Stockport, Chesire, SK7 2DH
Company Registration Number: 6589578

Gift Voucher terms and conditions vouchers cannot be exchanged for cash, replaced if lost or used as a deposit. If the value of your items exceeds the amount of the Gift Voucher(s), the balance may be paid by cash, credit or debit card. Gift Vouchers expire one year from the date of issue and are in £ sterling. Gift vouchers are transferable and have a cash redemption value of 0.001p. Risk of loss, destruction or damage to the vouchers remains with the customer. The entire value of the voucher must be used in a single transaction when redeeming online, please destroy the voucher after use. When purchasing online, your voucher is redeemed when confirming your order at the checkout, if there is a remaining balance, this will be charged at the point of dispatch from our premises in London. Gift Voucher quantities should be checked immediately upon receipt and any discrepancies must be notified immediately. If discrepancies are not reported within 48 hours of receipt no replacements shall be offered. Store and website terms and conditions, regulations, and licensing apply. Age limitations apply to the purchase of products. We reserve the right to change the Terms and Conditions at any time.
Terms and Conditions
How can I place an order from outside the UK?
Purchasing from outside of the UK is simple. Order online as normal using your credit card, choosing international shipping charges. Please see ‘delivery charges’ and ‘how long will it take for my order to arrive’ for further International information.
What types of payment do you accept?
We accept payment by:
Visa Credit, Visa Debit, Mastercard Credit, Mastercard Debit, Visa Electron, Maestro, JCB, and American Express cards.
You can also pay using Paypal.
All payments are made in UK Sterling (GBP).
Postal charges
Order Value
Any Order, any amount, no matter how large
Western Europe
Up to £40
Over £40
Rest of the World
Up to £40
Over £40


How long will it take for my order to arrive?
UK - Delivery times 2-4 working days, normally 2 working days
OVERSEAS - Orders are sent within 4 working days by airmail. Delivery times vary between 7-14 days, depending on country.
How can I order?
Please browse our extensive selection of products, add your purchase to your online basket, when your shopping is complete, go to the checkout and pay for your items. Over 90% of items are sent out the same day if orders are placed before 2pm.
Contact us
If you have any queries, please click on the "Contact Us" link above and fill in the details. We will get back to you normally within an hour within working day hours.


Trade, Supplier and Affiliate enquiries
If you are a supplier interested in seeing your product sold by Smartlads then please use the "Contact Us" form on the site.