Peter Simonsson

Changing the way you think about underwear

Time Out

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Creating lush underwear and functional apparel is on top of the agenda for Swedish label The White Briefs. To celebrate the launch of The White Briefs’ latest collection – created in collaboration with fashion influencer Nick Wooster and The Woolmark Company – we get chatty with founder/designer Peter Simonsson.

At home south of Stockholm

What set you on your current career path?

After 20 years of working for other international brands it was time to create my own universe. l have been walking that path since 2009 and think l did the right move…

And what do you love about your job?

I love all that comes along with creating, building, managing and meeting wonderful peoples. To try to make something interesting and with quality is essential to me. It keeps me awake for many hours.

Where do you live and what are your three favourite things to do there?

I am living currently in a converted farm by the sea in the middle of an open landscape in the south of Sweden. Honestly, there is not so much to do, but it is a great pause from all my travels and interaction. However, I love to be on the beach, the forest and I love to spend time with my family.

What does your daily uniform consist of?

A pair of White Briefs and sweater or shirt in finest Merino wool. Pants vary from jeans, joggers or a pair of fuller twill pants.


What’s the best advice you have ever taken?

Whatever you undertake, do it all in. Believe in your gut feeling.

What do you collect, and why?

Visual memories. l am living light, nothing keeps me attached physically.

How do you like to start your day?

Having ‘un petite déjeuner complet’ with my family and dog, and listening to John Coltrane or Harry Nilsson, depending on the weather of course.

If you had to listen to one album on constant repeat, what would it be?

Arthur Russell, World of Echo.

Where are you escaping for summer holidays?

South of France, a hidden treasure house in the mountains with a magnificent panoramic view over Mandelieu, Cannes and the Mediterranean.

What signifies true quality in a garment?

Fabric, craft and design – all in symbiosis.

If you weren’t a designer, what would you be doing?

Ohh many thoughts… photographer, dog trainer or hotelier.

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