A Brand That Dared to Be Different

Few names in men’s underwear capture the same boldness, innovation, and unapologetic energy as Sukrew. Founded in London by designer Kingsley Hamilton, Sukrew (short for Sexual Unity Krew) has become a global symbol of confidence and freedom. From the outset, Hamilton’s mission was simple but radical: to design underwear that didn’t just cover, but celebrated the male body.

With its daring pouch technology, fearless cuts, and designs that challenge the ordinary, Sukrew has never been afraid to break boundaries. Unlike brands that play it safe, Sukrew invites men to be seen, to feel confident, and to embrace their sexuality without compromise.

Kingsley Hamilton’s Vision

For Kingsley Hamilton, underwear was never meant to be boring. He saw that most men’s underwear restricted, concealed, and ignored individuality. Determined to do better, Hamilton built Sukrew on three foundations:

• Confidence – enhancing, body-positive designs that empower.
• Comfort – fabrics and cuts made to move with you.
• Expression – bold styles that let men be unapologetically themselves.

Sukrew’s crotchless styles: less fabric, more fantasy.

This philosophy gave birth to innovations like Sukrew’s U-Pouch design, which lifts and enhances without restriction, and the brand’s infamous strapless jocks, which redefined sexy men’s underwear.

Sukrew made waves with their crotchless U-Style pouch — bold, erotic, and unapologetically sexy. Not just underwear… pure temptation. 🩲

Sukrew’s Arrival in Australia – 2019

In 2019, Sukrew was officially brought to Australia by Mister Mann, introducing Aussie and New Zealand men to the brand’s daring vision for the first time. Its fearless designs struck a chord with those seeking underwear that celebrated individuality and body confidence, and Sukrew quickly built a strong following.

That debut marked the start of a new era in Australia’s men’s underwear market — one that embraced boldness, inclusivity, and style.

Returning Home: Sukrew at Mister Mann Australia – September 2025

Now, after a couple of years, Sukrew is coming home. In late September 2025, Mister Mann Australia will proudly reintroduce Sukrew, offering the brand’s latest collections to a new generation of Australian men.

From everyday briefs and trunks to statement thongs, jocks, and strapless jocks, Mister Mann will bring the full Sukrew experience to Australia — with the added benefit of local stock, fast delivery, and exclusive seasonal drops.

For Mister Mann, this relaunch isn’t just another collection — it’s about reconnecting with a brand that perfectly reflects our philosophy: underwear that empowers men to be confident, sexy, and free.

Why Sukrew Still Matters Today

The world of men’s underwear has changed dramatically since 2019, but Sukrew’s bold energy still stands out. Where other brands have caught up, Sukrew continues to lead — creating underwear that is as much about self-expression as it is about comfort.

Today, men across Australia are embracing fashion that celebrates individuality, sexuality, and confidence. Sukrew is the perfect brand for this moment, and its return through Mister Mann marks an exciting new chapter.

Final Word

From its launch in London by Kingsley Hamilton, to its first introduction to Australia and New Zealand in 2019, and now its long-awaited return in September 2025, Sukrew’s story has always been about daring to be different.

At Mister Mann Australia, we are proud to be bringing back Sukrew for those who demand underwear that is bold, sexy, and unapologetically confident.

Q: Who is Kingsley Hamilton?

A: Kingsley Hamilton is the founder and designer of Sukrew, a London-based men’s underwear brand known for its bold, body-enhancing styles.

Q: When did Sukrew first come to Australia?

A: Sukrew was first introduced to Australia in 2019 and will return to Mister Mann in September 2025.

Q: Where can I buy Sukrew in Australia?

A: Sukrew is available at Mister Mann, with fast local shipping and the latest global collections.

Q: What makes Sukrew underwear unique?

A: Sukrew is known for its innovative U-Pouch design, strapless jocks, and bold, sexy cuts that celebrate the male form.

🚀 Get ready for Sukrew’s official relaunch in late September 2025, arriving at Mister Mann Australia.