FOCX: "When they're gone, they're gone"

Shopping on the FOCX website is like being a kid in a candy store 🍬




FOCX was created in 2011 by Director and Founder, Emma Airey and is run by Emma's wife, June, after Emma identified a gap in the market for quality, comfortable, smooth fronted, British-made unisex underwear with unisex appeal.


Emma was finding it impossible to buy underwear which fitted properly, didn't ride up, and didn't “pouch”, so she decided to create her own underwear brand, and to design, source and produce in small volumes here in Britain - a brave step for someone with no previous knowledge of the clothing or manufacturing industry!


It took Emma 12 months to find the right fabric and seamstress, Beryl Chambers - both hailing from Nottingham. Octogenarian Beryl has worked in various managerial and supervisory positions within the garment manufacturing industry since the age of 14 and thoroughly enjoys working with FOCX.


“It was quite a challenge initially to perfect the patterns, especially since we're making from UK size 6 to 24 but it was well worth the effort. My son Jonathan cuts the fabric by hand, and I have a small team of three ladies who help me”, said Beryl. 


“We are a family owned and run business with no plans to retire!”


FOCX's core ethos is its commitment to quality and client service. This is evidenced by the fact that the vast majority of Emma's clients own at least 20 pairs of her handmade British unisex underwear. (With some confessing to owning as many as 50!) 


Most production runs are limited to between 25-40 pairs and when they're gone, they're gone! Clients often refer to the fit of their FOCX underwear as a cross between M&S and Spanx.


Shopping on the FOCX website is like being a kid in a candy store for our clients: “There’s so much choice when it comes to fabric designs and you just know you're going to get a great fit and quality pants that will look as vibrant in 5 years' time as they do today. 


“Now that's just crazy for pants which are off the scale funky!"  


The old saying that “quality will be remembered long after the price has been forgotten" certainly applies to FOCX underwear.


For more visit



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