Exclusive Interview: House of Basil on the future of African men’s underwear, identity and style
In fashion, the most powerful statements are often the ones closest to us. Beyond the tailored suits, the statement pieces and the image presented to the world lies something deeply personal — the garments that shape how we feel before anyone else sees us.
House of Basil is challenging the traditional conversation around men’s underwear by transforming it from a forgotten essential into a symbol of confidence, comfort and personal expression. Born from a vision to celebrate the modern African man, the brand represents a new era where craftsmanship, identity and self-belief meet.
As African men continue to redefine success, style and masculinity in 2026, House of Basil is creating more than underwear — it is creating an experience. One that recognises the diversity, ambition and movement of African men across the continent and beyond.
From the creative spaces of Nairobi to the dynamic streets of Accra, the business hubs of Harare and the global stage, the House of Basil man is a man in motion — confident in who he is, comfortable in his own skin and prepared for whatever the world brings.
In this exclusive conversation, House of Basil reflects on its evolution, the science behind its designs, the future of African luxury and the mission to place African excellence at the centre of global fashion.
Q: After taking time away and returning with a renewed vision, what was the biggest thing you realised about African men and the market you serve?
A: We realised a few important things. We were able to take counsel from people who had already been in the industry and had been doing what we wanted to do for many years. One of the biggest lessons was that we had previously allowed the market to dictate what we should create, instead of developing products that we genuinely believed people needed and would enjoy.
Listening to customers is important, but it is equally important to create something authentic — something that represents your vision and that you truly believe in. The balance between understanding the market and staying true to your identity is where meaningful products are created.
We also discovered that African men are not a single, uniform group. They have different lifestyles, preferences and experiences. African men are fathers, brothers, partners, professionals, sportsmen and community members. They exist across different cultures, backgrounds and personal styles, and that diversity has to be reflected in the products we create.
We realised that men have different preferences when it comes to fit, fabric choices, colours and overall style. Understanding these differences allows us to create underwear that connects with a wider audience while maintaining quality, comfort and authenticity.
The biggest lesson for us was that data is key. Understanding people through research allows us to make better decisions and create products that genuinely connect with African men.
Q: The African man in 2026 is speaking more about self-style and confidence. How is House of Basil speaking directly to this new version of him?
A: We realised that the African man is not a monolithic identity. He is not defined by one single characteristic. He is a complex individual with different interests, responsibilities and ambitions.
Whether he is a father, brother, professional, athlete or entrepreneur, he needs underwear that supports him through all the different roles he plays in his daily life.
For us, it is about creating underwear that is resilient, comfortable, reliable and beautifully designed. It must provide support, make him feel good and allow him to move confidently through the world.
We are seeing that African men are investing more in themselves — in how they look, how they feel and how they present themselves. Confidence begins from within, and House of Basil exists to support that journey.
Q: Many global underwear brands use standardised designs. How do you ensure House of Basil pieces fit, feel and move correctly for African men?
A: When we started our design and research process, we worked with the information we had available, including market research. However, we realised we needed deeper scientific data to make more informed decisions.
By combining research with the experience of people who have spent years in the industry, we were able to refine our approach.
We discovered that African men have diverse body types and proportions that need to be considered. However, it is also important not to define African men as one single category. There are different cultures, lifestyles and preferences within Africa.
Our goal is to create a balance — designs that are inclusive, comfortable and able to serve our community as widely as possible.
Q: Underwear is the first thing a person puts on every morning. What experience do you want customers to have when they wear House of Basil?
A: We want every man who puts on House of Basil to feel confident, comfortable and good about himself.
Underwear is the first layer you wear, and it influences how you carry yourself throughout the day. We want men to know that their underwear can transition with them through every role they have to play.
It needs to be reliable, comfortable, durable and supportive. Because underwear is the closest garment to your body, it has to provide an experience that goes beyond function.
It should feel premium. It should feel like an act of self-love — something you are proud to own, proud to wear and something that makes you feel confident.
Q: What defines the House of Basil man?
A: The House of Basil man is someone who moves, adapts and makes an impact wherever he is.
He could be a creative in Nairobi, an athlete in Kinshasa, a salesperson in Accra or a lawyer in Dakar. He exists in different environments, but the one thing that connects him is ambition.
We want him to trust that his underwear is the last thing he has to worry about and the first thing he can rely on.
House of Basil represents a man who is ready to face whatever the world brings, knowing that he is supported in every aspect of his journey.
Q: For years, men have focused more on outerwear than underwear. How are you changing that mindset?
A: Many men invest heavily in their external appearance. They wear beautiful suits, drive impressive cars and take pride in looking their best. But when it comes to underwear, it has traditionally been overlooked.
We want to change that.
Men deserve to feel confident not only in what the world sees, but also in what they personally experience.
We also want to redefine sensuality. Sensuality is not only about sexuality. It is about appreciating how something feels against your skin, enjoying the texture of fabric, feeling supported and experiencing confidence.
A garment can influence how you feel and how you carry yourself. Wearing something beautiful and comfortable is an act of self-respect.
Our long-term vision is to introduce different cuts and designs that support men through different moments of their lives — whether they are playing sport, dressing formally or simply seeking a different level of comfort.
Q: You have had time to rethink the brand. What changes did you make in terms of fabrics, cuts and details?
A: Initially, we used heavier fabrics because we wanted to ensure long-lasting support throughout the day. We discovered that because of body temperature and movement, some fabrics could lose structure over time.
However, we also realised that heavier fabrics could affect comfort because underwear is an intimate garment that interacts with a sensitive part of the body.
We had to find the right balance between support, comfort and breathability.
We adjusted the GSM, refined our fabric choices and improved our construction methods. We became intentional about every detail — from label placement and thread selection to redesigning the pouch area to provide better support and comfort.
Every decision was made with the goal of creating a premium experience.
Q: Fashion connects with music, sport and culture. What cultural moments inspire House of Basil?
A: We believe underwear is different from other fashion categories. It is deeply personal, but also functional.
While we have created collections around cultural moments, we realised that the brand itself has to represent something bigger.
House of Basil stands for inclusion, African identity and the belief that Africa can create products of global quality.
The cultural moments that inspire us are the moments people experience while wearing our underwear — the celebrations, achievements and milestones that shape people’s lives.
We want to be associated with the best of what Africa can offer: creativity, excellence and confidence.
Q: What is the expansion vision for House of Basil across Africa?
A: We have signed an agreement with a partner in Zimbabwe and are looking to expand into more markets before continuing northwards across the continent.
Africa is a beautiful place because it has so many pockets of excellence. Cities like Nairobi, Accra, Harare, Zanzibar and Dar es Salaam represent creativity, ambition and opportunity.
As movement between African countries becomes easier, we are discovering that we have more similarities than differences.
Our focus is on breaking down barriers and making it easier for customers across Africa to access House of Basil. Some of the challenges include infrastructure, courier costs, production and ensuring consistent stock availability.
Through partnerships with local businesses and retailers, we are finding creative ways to bring our products closer to consumers.
For us, in 2026, House of Basil means understanding that as an African man or an African person, there are no barriers. You are only as amazing as you dare to be, and we are here to support you every step of the way — closest to your skin.
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