Aware Soho

For the last 10 years, Aware has been covering your ass. Quite literally… Established in 2001 on fashionable Old Compton Street in Soho (London), Aware was the first ever men's underwear store in the UK and soon gained international recognition when it launched its first collection in 2004. Aware's store quickly became an institution where A-list celebrities and fashion designers from Alexander McQueen to Domenico Dolce and Stefano Gabbana would drop in when in town and stock up on funky underwear. Every day, everywhere, hundreds of men are becoming Aware.