Starting from humble beginnings as an altruistic blog dedicated to helping other like minded men find high quality underwear, Daily jocks has in just seven years grown into a truly innovative retailer of men’s underwear.  Already boasting a burgeoning subscription service and online store shipping almost 10,000 products per month globally,  the Melbourne-born business has embarked on the next evolution of its retail experience, opening its first bricks and mortar concept store on High Street in Prahran.

Earlier this year Daily Jocks founder, Nicholas Egonidis, moved the company’s head quarters to the new site in Prahran, which underwent a complete custom build to create an office space, warehouse and the Daily Jocks store. The 65 square metre retail space has since opened as an inclusive and masculine environment that is tailored to the shopping needs of men – a retail demographic that Egonidis believes is often neglected.


Taking inspiration from top retail destinations in Paris, Amsterdam and Barcelona, the Daily Jocks store design features industrial textures of black steel, glass and concrete, highlighted by warm timber details. The change room area has a locker room vibe, complete with a grooming station, and most importantly, flattering lighting for a feel-good experience when trying on product.

An extension of the Daily Jocks strong narrative of community and an intimate understanding of their customers, the unique concept store allows men to drop the self consciousness often associated with underwear shopping and encourages them to chat about their needs (men have underwear problems too!) The store also offers a personal shopping service for customers who need an extra helping hand. has built a cult following for its unbeatable lineup of unique and premium underwear brands that can’t be found anywhere else, and this highly curated approach to product will also be represented in the new concept store. The store will present 200 different styles of underwear, swimwear and a growing selection of sportswear tailored to Daily Jocks’ Melbourne customer base as well as continue to introduce new brands not previously available in Australia. Top selling brands include 2xist, C-in2, Timoteo, Pump, BCNU, Teamm8, Supawear, Marcuse and 2eros.


On Daily Jocks’ first retail store, Egonidis says, “The store has always been a dream of mine and it is really fulfilling to see people interact with the space and get excited that a place like Daily Jocks exists. It is all part of Daily Jocks continued commitment to understanding and responding to the ever-evolving needs of our male customers. I’m really proud to have built a small business that is constantly growing and is having a meaningful impact on the communities we operate in.”


Daily Jocks’ concept store is the new ultimate destination for premium underwear and sportswear in Melbourne, located at 169 High Street, Prahran. Opening hours are Monday thru Friday from 11am – 6pm and Saturday and Sunday from 11am – 5pm.

About The Author

Ash Maiyah

Part Man, part Metro, Ash Maiyah is an Epicurean first and foremost. Not being remotely abstemious in nature, his interests range from fine food and cigars to Bauhaus design and European tailoring. A penchant for Aloha shirts belies what are generally sophisticated tastes, but also articulates an eccentric accent which colours his style.

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