moi-basics was founded in Switzerland by Lukas Frei out of a simple frustration: everyday underwear was either overbranded, too conventional, or lacking real comfort. Determined to offer something better, Lukas set out to create minimalist essentials—crisp, understated pieces in black and white that skip the logos and trends in favor of pure quality. Every detail is considered: fabrics are chosen for their softness and longevity, production is handled by small family-run workshops with short, transparent supply chains, and the fit is designed to feel effortless, almost invisible. The result is underwear that stands out not for what it shows off, but for how it feels—quietly confident, supremely comfortable, and built to last. For those who believe basics should be anything but basic, moi-basics delivers the essentials, perfected.