After so many years of settling for boring department store bought undergarments, there is now a shop in Edmonton specifically devoted to providing a huge range of interesting men’s underwear. Edmonton’s popular shopping strip, Whyte Ave, recently became home to this unique store.

The Briefing Room opened on September 22nd after a year of vigorous planning. Steven Townsend, one of the owners of the store, always wondered, "if women can buy funky coloured panties, why shouldn’t men be able?"

With this thought in mind, The Briefing Room was born.

The shop carries an extensive selection of undergarments, socks and skin care products. It‘s like a Beauty Junkie and Victoria’s Secret store for men only – and for once, the men’s undies look cuter! Who can resist skivvies in neon colours, or patterned with superhero logos, skulls or iconic pin-up girls?

Furthermore, the assortment of socks is simply fabulous and women shouldn’t shy away from hitting up the store to shop for themselves! From prints with mustaches (perfect for Movember), burgers, even birds, there is something for every taste. It’s easy to express yourself with a loud and bold design.

Products are ordered from all around the world to ensure a wide selection. Customers can purchase items that have traveled to the shop from Brazil, France and even Sweden!  Like many shops on Whyte Ave, this one is locally owned. So, when customers bring their business to shps like these instead of bigger retailers, they are often giving back to the community they live in. It is up to customers to make these unique boutiques thrive.

The Briefing Room was created for men, to bring something new to the table. The store environment is comfortable and carefree; customers needn’t have second thoughts about asking questions of the staff, who are happy to help.

Next time you’re wandering the strip of Whyte Ave, be sure to step inside The Briefing Room.  The huge selection of colours and designs can hold your attention for hours. Holiday shoppers only have to make one stop to get all the under-goodies for the men on their list!