Sloggi is one of Europe's most beloved underwear brands, launched in 1979 as part of the Triumph Group with a simple but powerful mission — to revolutionise comfort in everyday underwear. Since its first collection introduced an innovative approach to cotton that transformed the category, Sloggi has gone on to become the best-selling brief brand in Europe, with over 1.3 billion pairs sold and 126 pairs produced every single minute. Built on a philosophy that nothing should hold us back, the brand continues to innovate season after season — from its iconic Basic range to seamless, laser-cut and body-adaptive styles. Available in over 150 retailers worldwide, Sloggi is a brand that has earned the loyalty of generations of women who simply refuse to compromise on comfort. Shop our Sloggi collection at Brief Affairs.