Dead Good Undies: men's underwear, swimwear and long johns from Shrewsbury

Shopping at Dead Good Undies? See all current Dead Good Undies discount codes and deals, checked regularly.

Dead Good Undies, usually shortened to DGU, has been selling men's underwear online from Shrewsbury since 2007. It was founded by Adam Davies, who had built shopping websites before, and fashion journalist Jane Garner, and it has stuck to one job: men's underwear, swimwear and basics.

It suits men who've outgrown supermarket multipacks and want a better fit or fabric, and anyone buying a gift for a partner, dad or brother. The site is grouped by style (briefs, boxer briefs, long johns and so on), by type such as cotton or multipacks, and by brand. That makes it easy to compare HOM with Sloggi or Modus Vivendi side by side.

Alongside underwear, DGU keeps swimwear in stock all year, as well as T-shirts, vests, loungewear, thermals and base layers. Orders placed by 3pm UK time on a weekday are normally posted the same day by Royal Mail, and the shop also ships to more than 80 countries.

What's worth a look

• Sloggi Basic Mini (Twinpack) – a plain everyday brief from a well-known basics brand, currently £24 for two.
• HOM Modal Clean Cut Comfort Boxer Briefs – soft modal boxer briefs from the French label HOM, currently £37.
• Modus Vivendi Heritage Long Johns – full-length long johns for colder months, in white, blue or red, currently £55.
• HOM Taormina Swim Short – a classic swim short for holidays or the pool, currently £50.
• Modus Vivendi 100% Cotton Staple Boxer 3 Pack – a cotton three-pack in the half-price section, currently £22 instead of £44 (limited sizes).

Current offers

• Free UK delivery over £50 on the Economy service (3-5 days). Under £50 it costs £4.
• 50% off RRP on a rotating selection of underwear, swimwear and tops in the sale section. Sizes are limited.
• Free international delivery on orders over £150, handy if you're sending a gift abroad. The recipient pays any local VAT or import duty.

How to save more

• Combine a few pairs to pass £50 and get free delivery, rather than paying £4 on a single item.
• Check the sale's shop-by-brand pages. If you already know which brand fits you, it's the quickest way to find a reduced pair in your size.
• Buy Christmas presents early. Gifts ordered between 1 and 20 December can be returned up to 21 January, so there's no rush to swap sizes over the holidays.

Prices and stock can change quickly, especially in the sale, so check the product page before you buy. Next-weekday delivery is £12 if you order before 3pm, Monday to Friday.

Products, prices and offers checked on the store's own website on 5 Oct 2026. Prices and stock can change.

Ad: affiliate links. If you buy through links in this article we may earn a commission, at no cost to you. Dead Good Undies didn't pay for this article or check it before we published it. How we make money.