ABOUT US
Henrik, Sebastian & Niclas came together through curiosity, bold ideas, and the drive to do things smarter. What started as a simple conversation quickly turned into a mission: to challenge the everyday frustrations men rarely talk about – and solve them in a way that feels natural, stylish, and responsible.
That’s how BASIC+ALLY was born. Created not just as another underwear brand, but as a smarter choice for those who refuse to let small worries get in the way of living freely. With premium materials, innovative solutions like the Gravity Membrane™, and production built on respect for people and the environment, BASIC+ALLY stands for comfort, confidence, and peace of mind – every single day.
THE IDEA WAS BORN IN A RESTAURANT IN COPENHAGEN
As you may know from our appearance on the Danish version of Shark Tank, Løvens Hule, the idea for BASIC+ALLY was born in a restaurant in Copenhagen. A man walked out of the restroom, looked down, noticed an embarrassing spot — and hurried straight back inside.
Henrik witnessed it all: the small dark mark, the awkwardness, the panic. And then came the thought: why has no one solved this before? See a need, fill a need, as they say.
Let’s be honest — who hasn’t quickly glanced down before walking into a job interview, an important meeting, or even a date? That single moment of doubt was the spark. First it was just an idea. Then a solution. And eventually, BASIC+ALLY became a brand.
FUNCTIONALITY, DESIGN AND COMMON SENSE - ALL IN ONE
BASIC+ALLY is built on a simple idea: underwear should do more than just fit — it should solve a real problem.That’s why we created the Gravity Membrane™: an ultra-thin, breathable layer that blocks those last drops before they ever become stains. The result? Everyday confidence, no matter the situation.
But solving the problem wasn’t enough. Comfort matters too. That’s why every pair is wrapped in premium, soft, breathable fabrics with a fit designed to move with you — underwear you’ll not only rely on, but actually love to wear.
MADE WITH RESPECT
Our products are proudly made in Portugal at a family-owned factory where craftsmanship meets responsibility.Here, fair conditions, proper holidays, and parental leave aren’t perks — they’re basic rights. It’s a workplace built on respect, run by decent people with solid values.
Everything we create is OEKO-TEX® and GOTS certified, BPA-free, and guaranteed free from PFAS. By choosing to produce within the EU, we stay close to our partners — ensuring that quality, transparency, and ethics are never compromised.
MEET THE FOUNDERS
What began as an idea quickly grew into a movement. Today BASIC+ALLY is the result of many hands, minds, and hearts working together. A huge shout out to everyone making this possible every day.
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HENRIK
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SEBASTIAN
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NICLAS
READY TO SHOP? – THEN DIVE RIGHT IN!
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