About Willie Wagtail
Our Story
Willie Wagtail founder, Shawn, was on the hunt for new underwear just weeks after his newborn son entered the world. During his search for the perfect pair, he came up empty-handed. He still experienced chafing, ride-up, and uncomfortable sweating, which led to overall discomfort. With spare time on his hands while staying up for his son’s late-night feed, he decided to put his time to good use.
Once Shawn’s wife, Jade, embraced his underwear obsession, it became clear they were onto something truly special. Together, they set out to create something extraordinary. With a keen eye for detail, Shawn began designing underwear that delivers a ‘set and forget’ experience—combining ultimate comfort and support without the need for constant adjustments. After navigating the design process and refining countless iterations, the final product was perfected to deliver unmatched comfort and support.
Willie Wagtail launched in November 2023, bringing to life a product that redefined comfort and practicality for men around the world.
Our Mission
At Willie Wagtail, our mission is to create underwear that offers unmatched comfort and performance. Willie Wagtail was born out of a desire to eliminate the discomfort and awkward adjustments of traditional underwear. Our focus is on providing a ‘set and forget’ experience using innovative design and sustainable materials. We believe in making every day more comfortable and confident, so you can focus on what truly matters.
Our Vision
To lead the way in sustainable comfort by crafting innovative, eco-friendly products that are gentle on your skin and the planet.
Family Business
We are a family-run business based on the Northern Beaches in Sydney, Australia.
To our current and future customers, we thank you ❤️
- Shawn, Jade & kids
Willie Wagtail Design
At the heart of the design is the innovative Willie Pouch, engineered to separate your family jewels from your legs. This ensures superior support and eliminates the need for constant adjustments. The Willie Pouch is also completely hands-free—there’s no need to “insert” anything; everything naturally nestles into place as you pull up the underwear. Truly, set and forget.
The Willie Pouch was thoughtfully crafted to work seamlessly with the pant legs, preventing ride-up and eliminating skin-on-skin chafing. The Handy Fly provides effortless access, no matter what type of pants or shorts you’re wearing.
Our feature-packed underwear is made from TENCEL™ Modal, a natural fabric known for its superior moisture-wicking properties, cooling effect on your skin, and environmentally friendly production process.
The Brand Name
Oddly enough, the most challenging part of this journey was deciding on a brand name, until one day it was staring at us in the face.
One morning, during a walk by the beach, we found ourselves sitting on a park bench, dreaming up our product line and tossing around ideas for the perfect brand name. As we talked, a cheeky little black-and-white bird perched on a nearby fence post and started chirping loudly, demanding our undivided attention. We joked that it must be “trying to give us a sign.
Later that day, my wife looked up the name of the bird—it was a Willie Wagtail! This Australian native bird, known as a symbol of freedom, bravery, and resilience, perfectly captured the spirit of what we wanted our brand to embody. And, of course, the word “Willie” was a fun and cheeky play on words for a men’s underwear brand. With that, the name Willie Wagtail was born.
Our Core Commitments
Willie Wagtail is proud to partner with Lenzing, based in Austria, to source the fabric for our premium men’s underwear. TENCEL™ Modal fibers are derived from FSC®-certified wood sources, ensuring sustainable and environmentally conscious production processes.
As a member of 1% for the Planet®, Willie Wagtail donates 1% of all sales to non-profits focused on environmental sustainability. Every purchase you make will have a positive impact on our planet. 1% for the Planet core values align with our desire to leave a positive impact on our planet.
Our commitment to our customers is our top priority. We strive to ensure that every customer experience is a positive one. We will continue to listen, improve, and go above and beyond to meet your needs. Your satisfaction and comfort are what drive us every day. Keep those fun reviews coming, we love reading them!