About Us

Founded in Kuala Lumpur, Malaysia, in 1999, Private Structure transformed from an OEM factory for international sports brands into a leading Asian brand for men's fashion underwear and sportswear.

Our Story

The journey of Private Structure began with a challenge to tradition. In 1999, a passionate Malaysian team decided to break free from the OEM framework and create their own brand, focusing on innovative designs for men's underwear.

We abandoned monotonous traditional designs, crafting products that blend comfort and style with a rainbow of vibrant colors, three-dimensional tailoring, and fine craftsmanship. From our beginnings as an OEM for international brands to leading trends with our unique aesthetic, Private Structure has become a pioneer in men's underwear design. Each product embodies our commitment to creativity and quality, aiming to give the wearer an unparalleled sense of confidence and style.

Our Philosophy

We believe that underwear is not just the first layer you put on, but the starting point for expressing personality and confidence. Private Structure perfectly merges functionality with aesthetics, creating underwear and sportswear that are both practical and eye-catching through cutting-edge design and high-performance fabrics.

From daily wear to the gym, our products are more than just essentials; they are fashion items that lift moods and highlight individuality. Our mission is to subvert the ordinary, making men's underwear a vibrant and creative focus in the wardrobe, proving that underwear can be a statement of confidence and a conversation starter.

Journey in Hong Kong, Macau & Taiwan

Private Structure entered the Asian market in 2007, quickly winning the favor of urban gentlemen with its bold designs and exceptional quality. In April 2007, the brand was officially introduced to Taiwan and launched with a grand event in Taipei. It subsequently set up counters in renowned department stores like Uni-President Hankyu, Shin Kong Mitsukoshi, and Eslite across Taipei, Taichung, and Kaohsiung.

In October of the same year, Private Structure arrived in Hong Kong, opening its first flagship store in Causeway Bay and retail counters in SOGO, YATA, and Citistore. The brand later expanded to Macau with a counter at New Yaohan. By establishing a robust online presence through its official website and social media, and launching collections suited to local climates and preferences, such as lightweight and breathable underwear, the brand became a favorite among fashion enthusiasts and athletes. Today, Private Structure continues to expand its influence through a hybrid online-to-offline model in the region, actively participating in local fashion events to solidify its market position.

Product Features

• 5elements: Inspired by the five elements, using innovative fabrics for vitality and performance.
• Alpha: Blending craftsmanship with bold designs to highlight unique personality.
• ATHLETE: Designed for sports enthusiasts, offering quick-drying comfort and a snug fit.
• Bare: As light as a second skin for an unrestricted wearing experience.
• Tencel & Viscose From Bamboo: Made from eco-friendly bamboo fiber, offering softness, breathability, and skin-friendly comfort.
• Momentum: Featuring high support and functionality, designed for fitness and sports.
• More Collections: Series like CHUMM!, Desire, Essence, and Spectrum are based on modern design and ergonomics, offering a diverse range of choices with rainbow-like colors and exquisite details.

Our Services

Private Structure offers worldwide shipping, combining a convenient online store with a physical retail experience. Our membership program provides points rewards, birthday offers, and exclusive discounts to enhance your shopping pleasure.

Join Private Structure to discover your own style and comfort, and embark on a journey that subverts traditional wear!

Every piece of underwear is a revolution of confidence and style!