Whats Down started with a simple complaint: Indian men’s underwear was boring, and women’s lounge shorts were worse. So we made one print, then another.
The idea
Innerwear as a fashion statement. Comfy, quirky, cool. Not a hidden necessity.
The product
100% cotton poplin boxers, digitally printed so the colours pop, inner elastic, one back pocket, no drawstrings. Men’s and women’s cuts, S–XL.
The making
Envisioned, designed and made in India, in our own workshop, in small batches.
The rack today
Sixteen men’s prints, a growing women’s rack, printed masks, and customers who wear them to the beach. Also on Myntra, Amazon, Nykaa, Tata CLiQ and Bewakoof.
Start where we did. The rack.
Good to know
Travel: Three pairs is enough for any trip: one on, one drying, one in the bag. Poplin washes in a sink with a squeeze of shampoo and dries on a hanger by morning. The back pocket holds a passport or earphones on the flight, and a loud print makes friends in hostels.
Fabric: Every Whats Down pair is cut from 100% cotton poplin. A tight, plain-weave cotton that’s smooth to the touch, breathes in Indian heat and dries fast after a wash or a swim. Unlike knitted jersey, it doesn’t cling when you sweat and it holds its shape for years, getting softer rather than thinner with each wash.
Perks: Orders over ₹999 get a surprise printed mask in the parcel; over ₹1,499 ships free; over ₹1,999 gets three surprise masks and free shipping. Three pairs of boxers is ₹1,200. The easiest way to hit the first perk and build a rotation at the same time.
Sleep: For sleep, loose and breathable wins every time. Cotton poplin lets air move and dries quickly if you run hot; a relaxed leg doesn’t grip, and the inner elastic doesn’t dig in when you roll over. Most people keep their softest, most-washed pair for bed.
Quick answers
Can women wear the men’s prints?
Yes. Size down one; the men’s cut has a lower rise and longer leg.
Where do I start?
The men’s and women’s racks on whatsdown.in. Sixteen men’s prints and a growing women’s rack, all at ₹400.
