The Story of Jocks Of Steel, How the Business Came About

We’re Tom and James — a couple from Manchester, partners in life and now in business too. We both work full-time jobs, but outside of the 9-to-5 we’ve been quietly building Jocks Of Steel. It’s just the two of us. Tom handles most of the technical bits – the site, the uploads, fixing things when they inevitably break (which happens more than he’d like to admit). James leads the charge on curating our products – choosing things we’d actually want to wear. And the rest? We muddle through it together, sharing the little jobs that take up more time than anyone realises.

We started this because we were tired. Tired of underwear that looked the part but didn’t feel the part. Tired of price tags that made no sense. Designer branding on the waistband, but no better than the basics. So we thought: what if we set up our own shop? One where the kit felt good, lasted well, and didn’t cost a fortune.

We’re just a pair of working-class lads trying to make something better — for ourselves and for anyone who’s ever opened their drawer and thought, “not that pair again.”

We’re based in Manchester. It’s not always easy up here, and it’s not getting cheaper. We know what it’s like to count every quid, especially now. And being from round here — where people tend to tell it like it is — we’re naturally on the lookout for better alternatives. That’s what we wanted to build: something better.

Jocks Of Steel isn’t just a passion project. It’s a backup plan, a second basket for our eggs — but it’s also something we believe in deeply. Because underwear’s not just about looking good; it’s about feeling good, too. There are plenty of options for women when it comes to feeling special. Why not for us blokes?

Truth is, we picked up the skills over the years — how to build a site, how to get it seen — and eventually just thought, sod it, let’s give it a go. Tom took the plunge, and James came along for the ride. It’s turned into something more than we expected. Something we actually care about.

It hasn’t been easy. We’ve had to make sacrifices to get it off the ground. Weekends lost, evenings blurred into spreadsheets and broken layouts. We’ve hit every bump going — and kept going anyway. We chose to keep it simple: no flashy investors, no shareholders pulling the strings. It’s just us. That means we get to make the decisions — what we sell, how we sell it, what we stand for.

We don’t slap silly prices on things. Everyone’s feeling the pinch. We want to offer kit that’s built well, fits right, and feels like something you’ll reach for on a Monday or a Saturday night. Something dependable. Because in our book, comfort shouldn’t come with a designer tax.

And customer service? That’s personal. If you’ve got a problem, it’s likely one of us who’ll reply. We’re here to make things right. Like James says: “Quality and services are remembered long after the price is forgotten.”

We hand-pick every product we sell. If it doesn’t pass our own quality checks — fit, feel, wash, wear — it doesn’t make it on the site. Simple as that. We’re always looking for fresh products and inspiration.

So what’s next? We want Jocks Of Steel to be the name that comes to mind when you think of decent men’s underwear. Not flashy. Not overpriced. Just quality gear that does what it says on the tin.
And beyond that? We’re hoping to build more than just a business. A community. A brotherhood, even. One pair of pants at a time.

Thanks for taking the time to get to know us. Jocks Of Steel isn’t about chasing trends or pretending to be something we’re not. It’s about good kit, fair prices, and making sure every man’s got something decent to wear underneath it all.

If you’ve made it this far, we hope you’ll stick around — maybe try a pair, maybe tell a mate. Either way, we’re glad you’re here.
If there’s anything we can help you with, don’t be afraid to contact us.

Thanks for your time and reading about our passion.

Tom & James.

Jocks Of Steel