March was brilliant! Our business absolutely rocketed – due to a single Tweet that  said “No thank you” to advertising in The Daily Mail because we have values and don’t like the language of hate.

James O'Brien, who is a presenter on LBC talk radio, retweeted it. The comedian Rufus Hound retweeted it. 3,400 other people retweeted it. 12,500 people liked it. Over a million people saw it. And sales went through the roof. 

It wasn’t a massive marketing plan or PR stunt. It was just a tweet from the heart. We totally believe in free speech and political debate. We’d advertise our boxer shorts in The Telegraph or The Guardian but we also believe that we have the freedom to be able to spend our marketing budget where we see fit and sometimes it’s right to take a stand.

British Boxers continue to support British and European manufacturing sources. We are proud that the people who make our products are all paid properly and are highly skilled, and we’re absolutely bowled over by the love and support you’ve all shown us on Twitter, Facebook, Instagram and Email. 
Thank you so much! 


March 31, 2018 — Deborah Price