Private Structure was founded in 1999 in Kuala Lumpur, Malaysia, evolving from an OEM factory for international sports brands to a leading Asian men's fashion underwear and activewear brand.
Our philosophy of "Function is Sexy" drives us to redefine men's underwear with bold colors, innovative cuts, and exquisite craftsmanship, elevating it from mere functional wear to a fashion statement that boosts confidence and personality.

Private Structure's journey began with a challenge to tradition. In 1999, a passionate Malaysian team decided to break free from OEM manufacturing and create their own brand focused on innovative men's underwear design.
Rejecting monotonous traditional designs, we use the colors of the rainbow, three-dimensional cuts, and refined craftsmanship to create products that are both comfortable and fashionable. From initial OEM manufacturing to leading trends with unique aesthetics, Private Structure has become a pioneer in men's underwear design.
Each product carries our commitment to creativity and quality, aiming to make wearers feel unparalleled confidence and style.

We believe underwear is not just the first layer of clothing but the starting point for expressing personality and confidence. Private Structure perfectly blends functionality with aesthetics, using cutting-edge design and high-performance fabrics to create underwear and activewear that are both practical and eye-catching.
From everyday wear to fitness scenes, our products are not only necessities but fashion pieces that enhance mood and showcase individuality.
Our mission is to disrupt the ordinary, making men's underwear a vibrant and creative focus in the wardrobe, proving that underwear can be a statement of confidence and the beginning of a conversation.

Since 2007, Private Structure has entered the Asian market, quickly winning the favor of metropolitan men with its bold designs and excellent quality. In April 2007, the brand was officially introduced to Taiwan by the general agent Yingfang Enterprise and hosted a grand launch event in Taipei to showcase its signature colorful underwear series. Subsequently, counters were established at major department stores including Uni-Hankyu, Shin Kong Mitsukoshi, and Eslite, covering Taipei, Taichung, and Kaohsiung.
In October of the same year, Private Structure landed in Hong Kong, opening its first flagship store in Mong Kok, with counters in Sogo, Yata, and Sincere department stores.
Later, the brand expanded further to Macau, opening counters in New Yaohan department store and establishing comprehensive online sales channels through its official website and social media platforms. The product series, including lightweight and breathable underwear and activewear adapted to local climates and consumer preferences, are well-loved by fashion enthusiasts and sports lovers alike.
To date, Private Structure continues to expand its influence in Hong Kong, Macau, and Taiwan through a combination of online and offline sales models, actively participating in local fashion events and collaborations to consolidate its market position.

• 5elements: Inspired by the five elements, using innovative fabrics to show vitality and performance.
• Alpha: Combining handcrafted techniques and bold designs that highlight unique personality.
• ATHLETE: Designed for sports enthusiasts, quick-drying and comfortable fit.
• Bare: Lightweight like a second skin, offering unrestricted wearing experience.
• Tencel & Viscose From Bamboo: Made with eco-friendly bamboo fiber, soft, breathable and skin-friendly.
• Momentum: Focused on high support and functionality, designed for fitness and sports people.
• Other series like CHUMM!, Desire, Essence, Spectrum, etc., are based on modern design and ergonomics, with rainbow colors and exquisite details, providing diversified choices.

Private Structure offers worldwide shipping services, combining convenient online store with physical retail experience, located at Room 2201A, 22/F, Wide Commercial Building, 1A-1L Tung Choi Street, Mong Kok, Hong Kong.
Our membership program provides points rewards, birthday offers, and exclusive discounts to enhance your shopping enjoyment.

Phone: +852 5523 9610

Physical Store: Room 2201A, 22/F, Wide Commercial Building, 1A-1L Tung Choi Street, Mong Kok, Hong Kong

Business Hours: Monday to Saturday 14:00–21:00; Sunday and Public Holidays 14:00–19:00

Website: www.privatestructure.hk