BOY’D was born in Melbourne in 2023 with one mission: make men’s swimwear and underwear that feels like a fantasy and fits like a crush who texts back.

We were done with boring basics and overpriced labels, so we created something better: premium pieces with personality for guys who want to feel good, look hot and get into a little mischief.

Our first love was swimwear. We spent months perfecting a cut that could do everything, lift, sculpt, flatter, flirt, while still being durable enough to survive salt, sun and several questionable summer decisions.

Then we expanded the fantasy into a full underwear range — silky fabrics, contour pouches, sexy straps and that unmistakable BOY’D cheek. Every piece is designed to celebrate your best bits and boost your boldest self.

Inspired by queer club culture, European beaches and late-night energy, our styles flirt without trying too hard and hint at kink without needing a safe word.

BOY’D is proudly queer-owned, collaborating with local artists and creators who get the humour, sensuality and joy of queer expression.

Whether you’re going to the beach, bar or bedroom, BOY’D helps you show up as your most vibrant, flirtatious, beautifully shameless self.

Welcome to BOY’D. 
Dress up. Strip down. Have fun.