Lonsdale London Men's Briefs

Lonsdale London is a storied British brand with deep roots in the world of professional boxing. Established in 1960 by former professional welterweight boxer Bernard Hart, the brand was named after Hugh Lowther, the 5th Earl of Lonsdale, who in 1891 organized the first boxing matches fought with gloves. The brand's association with legendary athletes like Muhammad Ali and Mike Tyson cemented its status as an icon of sports heritage and British street culture.

While the brand originated in the heart of London’s Soho at 21 Beak Street, its ownership transitioned to the Frasers Group (formerly known as Sports Direct International) in 2004. Under the stewardship of Frasers Group, Lonsdale expanded its product range from professional boxing equipment to a wide array of lifestyle apparel and footwear. Manufacturing is currently conducted across a global network of facilities, primarily in hubs such as China, Turkey, and Bangladesh, to support its international distribution.

In recent decades, Lonsdale has also been recognized for its strong social stances. The brand launched the "Lonsdale Loves All Colours" campaign to explicitly distance itself from far-right groups that had adopted the brand, reinforcing its commitment to diversity and its historical sporting values. Today, it remains a key asset within the Frasers Group portfolio, headquartered in the United Kingdom.