Drop 001 · HeartLift Fit · No neutrals. All heart. Signature heartbeat band, with a secret inside.
Pick your colour. Your reservation is your vote.
Heart Throb
Heart-red body. Black heartbeat band with a flat-print red heart. The hero.
Vote + reserve
Lift Off
Cobalt body. Black heartbeat band with a flat-print cobalt heart. Built to move.
Vote + reserve
Green Flag
Emerald body. Black heartbeat band with a flat-print emerald heart. Be the green flag.
Vote + reserve
Main Character
Violet body. Black heartbeat band with a flat-print violet heart. Limited drop, small run.
Reserve the limitedHeartLift™ by Cody
Built by someone who wanted better trunks
I'm Cody Laughlin, by @loverboyyydotcom, from Collingwood, Ontario. I've been in tech sales for almost 20 years. I wanted underwear that keeps up in a squat rack, on a long run and overnight, and looks good doing it. So I'm building it, in the open, with the people who reserve.
Questions
FAQ + sizing
Athletes and everyday people. We describe fits, not genders. Drop 001 is the HeartLift Fit, built around our signature back-lift cut, with a contoured front. Drop 002, the Flat fit, is coming soon. Lift. Support. Confidence.
Drop 001 Cheeky
Not yet. Right now it's a free reservation list, no card needed. When the sample is approved, reservers get first access to founding pre-orders, with a real ship date shown before anyone pays.
Go by your waist: S 28–30", M 31–33", L 34–36", XL 37–39", XXL 40–42". Between sizes? Size down for more hold, up for a relaxed fit. The final chart is confirmed after sample fittings.
Not yet. These are design renders. Real photos of real samples replace them after the first fit round and wear test. No padding: the lift comes from the cut and seams of the seat.