November 29, 2011, 3:30 PM

Very personal

FreshPair.com presents a personalized underwear shopping experience for women and men.

Don Davis

Editor in Chief

Lead Photo

Underwear is personal.

The guy who wants plain boxer shorts is not like the guy lusting for form-fitting, logo-emblazoned Emporio Armani briefs. With that in mind, FreshPair.com offers men a product assortment after they select their underwear personality: CEO, Couch Potato, TrendSetter, Jock, Wild Child or Body Perfectionist.

For women, especially full-busted women, finding the perfect bra is a challenge. So FreshPair.com offers a free phone consultation with a bra expert who discusses the woman’s needs, then sends her 10 bras that she might like. She can try them on at home for a week and send back the ones she doesn’t like.

Says Matthew Butlein, president of FreshPair.com, “It’s for the full-figured or full-busted woman that we have the biggest opportunity to improve their experience.”

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