THE jac5 ‘TALE’

Success breeds success and jac5 founder James A Christopher (‘JAC’) knows what it takes to be successful.

Through his years of extensive experience in being a male, Jim identified a void in the men’s underwear market: quality, style, and comfort were in decline. Jim’s solution — create his own! He saw an opportunity to develop a premium, modern luxury underwear brand for men that was comfortable and stylish but one that also had a keen sense of humour (Jim’s philosophy is that it’s important to have fun in life).

Jim believed it was time for dressing well to start from the inside out; it was time to make underwear a forethought, not an afterthought. And it was time for a little less underwear conversation and a little more action. Gathering together some of the best designers, manufacturers, and marketers in the industry, Jim gave them a mission to create the best undies for man’s best friend.

jac5 was born.

WHY jac5?

jac5 is a brand with a sense of humour, and this is reflected in everything we do.

The ‘brand identity’ is driven by Jim’s 5 much loved and incredibly spoilt pet Jack Russell terriers.

Loyal, Super Smart and at times Barking Mad, the personality traits of Jim’s dogs have been a guiding influence (and a guiding voice too - check out our online ‘dog blog’) in all that we have created. There are some remarkable similarities with our clients, too! Loyal, the essence of a true gentleman; Barking Mad, often seen in his alter ego; and, without question, Super Smart (that’s why the jac5 man is so successful!).


jac5 has three product collections:

LOYAL – stylish, casual, comfortable everyday underwear.
SUPERSMART – designed for suiting up and dressing for success.
BARKING MAD – our fashion collection. Colourful, stylish and a just that little bit quirky.


In tune with progressive, successful men, the jac5 underwear brand is a premium product that delivers comfort and style for a true essential in any man’s life - his underwear. Successful men know how to manage their assets, and we do too!

Our premium positioning is infused in all of the brand’s touch points - from its expertly engineered product design, to using the finest fabrics and manufacturing, through to its online identity, packaging, social content and retail concept store that showcases a modern fusion of art and undies. jac5 is contemporary and presents a fresh understanding of modern luxury, while at the same time not taking life too seriously.

Success is earned, and jac5 delivers an outstanding premium brand experience for its customers.


From the beginning, design and quality have been at the forefront of our thinking. From the product to our brand identity; website to concept store — we don’t compromise (but then neither do successful men).

jac5 underwear has been fine tuned with extraordinary detail: trunks, briefs and boxers with sophisticated, super soft, laser cut waistbands, superior stitching and premium fabrics that are designed to flatter the pouch and the bum (just the way the ladies like it!).

jac5 is the thinking man’s solution to all that isn’t quite right with what is available in today’s marketplace: itchy waistbands, uncomfortable fits, mediocre manufacturing and products with a short life span and no sex appeal. We have seen the problems and we are providing the solution. For us delivering on both form and function is key.