Briefed by ThunderWear
Posts
Underwear, Empires, and Cinnamon Rolls

Underwear, Empires, and Cinnamon Rolls

Briefed By ThunderWear 01

April 15, 2025

GEAR UP. LET'S GO.

Welcome to Briefed by ThunderWear — your weekly shot of style, tech, hustle, and entrepreneurial grit… served this week with a side of hot buns.

This isn’t just about underwear (though ours is the GOAT). It’s about mindset, gear, and the stories that keep you operating at 100%.

No fluff. No filler. Just fire. Let’s roll.

INSIDE THIS EDITION:

THE ARMOUR YOU DON'T SEE: It's Not Just Clothes, It's Code.
ITCH TO EMPIRE: Your Biggest Problem Might Be Your Next Big Thing.
COLOUR & CHAOS: Why Your Wardrobe Needs a Jolt.
MEET CRAZY RICH: When Your Underwear Moonshots.
VOICE FROM THE TRIBE: Comfort on the Long Haul.
ROLLIN' WITH JOYCE: We Got Buns, Hun (and a promo code!)

1. THE ARMOUR YOU DON'T SEE

Ever notice how lacing up those specific running shoes, or strapping on that watch, just flips a switch? It’s not superstition; it’s psychology. The small rituals, the deliberate choices – even the ones nobody else sees – are like programming yourself for the task ahead.

Think about that concept: 'Enclothed Cognition'. What you wear subtly tells your brain how to act. It's why a well-tailored suit can make you feel authoritative, or why throwing on performance gear gets you mentally prepped for a workout.

❝

_{It’s about intention. Choosing something beyond basic, something with purpose (even your damn socks!), signals to yourself: Today isn't average. I'm not average.}

_{Luigi La Tona, Founder, ThunderWear}

2. ITCH TO EMPIRE

Where do great business ideas really come from? Forget mystical inspiration. Often, they start with a nagging annoyance. Something that bugs you personally. A gap in the market you feel intensely because you are the target market.

Think about it:

Person	Problem	Solution	Led to
Sara Blakely	Wanted sleek and sculpted - got vacuum-sealed	Chopped up pantyhose like a rebel with scissors	Spanx
Stewart Butterfield	Team chat tools = chaos + crying	Built his own tool instead of finishing his actual startup	Slack
Gary Erickson	Energy bars tasted like regret	Rage-baked a better one in his mom’s kitchen	Clif Bar
Melanie Perkins	Graphic design was gatekept by Adobe gods	Made it so easy your dad could build a resume	Canva
Tobias Lütke	Selling snowboards online was a nightmare	Coded a fix like a frosty e-comm wizard	Shopify
Whitney Wolfe Herd	Tinder bros being Tinder bros	Flipped the dating script to her rules	Bumble
Brian Chesky & Joe Gebbia	Hotels were $$$, homes were empty	Turned air mattresses into a movement	Airbnb

The pattern? Someone gets fed up with the status quo and thinks, "There has to be a better way." That personal pain point provides the initial spark, the deep understanding of the problem, and the relentless drive to solve it.

Now You:
What’s something that bugs you every single week?
What’s missing? What’s broken? What’s ugly?
Write it down.
That friction you feel? That’s the starting line.

3. COLOUR & CHAOS

Enough with the sea of grey, black, and navy. Sure, basics have their place, but menswear is finally shaking off the shackles of boring. Adding bold colour and pattern isn't just for the 'fashion-forward'; it's a power move.

Why?

It Signals Confidence: Rocking something vibrant says you're comfortable standing out.
It Breaks Monotony: Injecting energy into your look can actually lift your mood.
It's Unexpected: A flash of colour or a wild pattern where it's least expected? Memorable.

Don't know where to start?

Micro-dose: Swap plain socks for electric stripes or a geometric pattern under conservative trousers. Feel the difference.
Statement Piece: Let one bold item (like, say, eye-catching trunks under your board shorts) be the star against a neutral background.

Life's too short for a beige existence. Add some BOOM to your basics.

4. MEET CRAZY RICH

You could wear something basic. Or you could wrap yourself in Bitcoin logos and let the world know your net worth is probably down 38%, but your vibes are still up.

These trunks aren’t about crypto. They're about commitment. To bold choices. To comfort. To giving your downstairs the kind of breathable, moisture-wicking, high-performance pouch it deserves.

The Print: Bitcoin. Everywhere. On purpose.

The Feel: Like you’re a keynote speaker at a tech summit. Or maybe just flying premium economy with business class energy.

Use Case:

Crypto bro? Power move.
Not a crypto bro? Even funnier.
Just want your underwear to spark conversation and confusion in equal measure? Perfect.

Because nothing says "I take my base layer seriously" like 100 tiny ₿s and a big, bold ThunderWear waistband.

Invest in comfort →

5. VOICE FROM THE TRIBE

We live for hearing how ThunderWear performs in the wild. Huge thanks to Doug B. for this:

"I’m in my middle seventies and I have never felt comfort as I do with these underwear... Travelled 28 hours, 4 airports, 3 flights and still felt comfortable where it counted."

(March 29, 2025 Google Review)

* not really Doug B., but hey, it could have been

That's the mission: unstoppable comfort, no matter the mileage.

6. PARTNER PROFILE: ROLLIN' WITH JOYCE

Here’s the deal: Joyce Chung isn’t just ThunderWear founder Luigi La Tona’s better half; she’s the best half when it comes to flipping flour into gold. While Luigi founded ThunderWear to keep your family jewels comfy, Joyce decided to keep your stomach happy with her bakery, Guilt Free Food.

What started as a home-based hustle in 2019 (because Luigi couldn’t stop whining about Singapore’s lack of good cinnamon rolls) has now turned into a full-blown storefront at East Coast (#01-23 Vibes@East Coast). And let’s be real – if you’re not planning to line up, you’re missing out on greatness.

Here’s why Joyce’s bakery is the talk of the town (and this newsletter):

The Rolls That Shut Luigi Up: Joyce’s caramel-topped cinnamon rolls were so good they stopped Luigi mid-rant about mediocre buns. If they can silence him, imagine what they’ll do for you.
Cinnamon Rolls With Benefits: Gluten-free? Keto-friendly? Zero sugar? Joyce isn’t just baking treats; she’s solving problems for foodies who want indulgence without the guilt.

Joyce’s bakery isn’t just about cinnamon rolls; it’s about rewriting indulgence with purpose and passion. Whether you’re grabbing her new Roll Bowl ($8.50) or her classic glazed cinnamon rolls ($25 for a loaf), you’ll taste the hustle baked into every bite.

Guilt Free Food’s takeaway bakery is located at #01-23 Vibes@East Coast, 308 Telok Kurau Rd, S423858. Open Wed to Sun 9am - 2pm. To place a pre-order, visit www.guiltfreefood.sg. More info via Facebook, Instagram, TikTok.

Check out our Briefed exclusive promotion below!

^{No minimum spend required}
^{Valid only for online pre-orders at}^{www.guiltfreefood.sg}
^{Applies to both self-collection and delivery orders}
^{Discount does not apply to delivery fees}
^{Limited to one use per customer}
^{Promo code must be entered at checkout to enjoy the discount}
^{Not valid with other ongoing promotions or bundle deals}
^{Guilt Free Food reserves the right to amend the promotion without prior notice}

SOUND OFF!

First edition down! What fired you up? What do you want more of? Tech deep dives? Style hacks? Founder war stories? You got something for us?

Hit reply! We’re listening.

Stay Charged - The ThunderWear Crew