Our Story
Hi I’m Brendan Lo founder of smartass undies,
whacky father of 2 and tragic 80’s music fan. I’ve been a collector of quotes, snippets of wisdom and practical good sense for most of my life. Many of the books on my shelf have the power messages underlined or circled.
I continually gather notes on my phone when I hear inspiring messages and there are cute little affirmation cards sitting on windowsills around the house. Yet, I still have moments where my brain seems to take leave and the mindless chatter begins, dreaded doubt creeps in and the “woe is me, the sky is falling” thoughts arise.
WTF happens to all that wisdom and good sense?
It can so easily get swept under the carpet and the daily madness takes over.
I started thinking about what could be an effective way to stay on track with what I know to be true in life, but more often than I like, seem to lose sight of?
Hmmm
A
I could hire a 24/7 live-in coach to remind and motivate me throughout the day! Tony Robbins didn’t want the gig and apparently, I couldn’t afford him anyway.
B
I could have all the key messages tattooed across my body, ouch, yeah, I’m too much of a scaredy cat of needles and I don’t have that much skin.
C
I could shed all my belongings, move into a cave and spend the rest of my years reading the great scripts and books of the world. I like caves, butt, nah.
D
I could record messages and play them on repeat through earphones all day, not a bad idea but a bit socially isolating.
I needed a way to stay on track that was going to fit in with my everyday life.
Hey presto, smartass undies was born from a 3 in the morning brain fart
Most of us put on a clean pair of undies most days of the week. Yes, I know, there are those that prefer to go commando and set sail to the wind. And to that crew may the wind always blow in your favour. Butt, for the rest of us, our undies can be our motivational tool to carry our important reminders. We see them when we pull them out of the draw or off the shelf, when we put them on, take them off, throw’em in the wash, take’em out, hang’em up, take’em down, fold and put away.
Our undies are our routine, they’re in-escapable, attached to our body, discreet and inconspicuous. They have a tactile presence with a covert mission, to keep our chosen message lighting up our pre-frontal cortex throughout the day, even when we’re sitting on our own private Idaho.
We set up camp to serve those that also seek to improve their everyday condition, who have a taste for a meaningful and purposeful life, butt, sometimes need a little prompt, ok, occasionally a kick in the ass to come back to what really matters. And of course, we want you to not only wear our undies, butt most importantly, wear a cheeky grin and have a happy ass.
Our Team
