Aussie Dad couldn’t find a decent pair of jocks

Like most blokes, Shawn Asselin was in the market for an underwear overhaul.

Living an active lifestyle and working a corporate job in Sydney, he needed something comfortable, functional, and good quality. It seemed like an achievable goal.

“I tried out over a dozen brands when I was in the market for new underwear, and nothing ticked all the boxes,” Shawn said.

“All the premium brands were using bamboo, but I found the colours washed out quickly and they weren’t very durable. Some had lycra bits between the legs, and others had polyester inside the pouch, which restricts breathability.”

At the time, Shawn was considering starting a side hustle.

Disappointed with the underwear options available in Australia, he decided to design his own.

He’d always been wired for entrepreneurship, and the corporate burnout made it clear he needed to pour his energy into something that truly set his soul on fire.

“I’ve always been entrepreneurial. From a young age, I loved earning my own money. I started a paper route at 12, and later began flipping items on eBay and building custom PCs to sell.”

After a whole lot of YouTube tutorials, sketching, researching suppliers, and testing samples, Shawn launched Willie Wagtail Clothing in 2023.

If there was ever a wrong time to start a business, this was probably it. 

Shawn had a newborn baby and got married just six weeks after launching the brand.

“The budget I had to start the business was probably less than what some people spend on their wedding, so it made sense for us to keep our wedding simple and intimate,” he said.

“Willie Wagtail did as well as it could with the time I put into it, but family was the number one priority. I can confidently say I’ll never start a new business in the same year as having a baby and getting married six weeks after launch!”

From the get-go, Shawn knew he was onto a winner with his underwear design.

Willie Wagtail features a unique ‘Willie Pouch’ – two strips of fabric inside the groin area extending down to the gusset, designed to keep the ‘boys’ separated from the legs.

The design also includes a handy horizontal fly for quick and easy access (for both right- and left-handed men).

The underwear is designed to eliminate chafing and ride-up and is made from TENCEL™ Modal fabric for premium softness, durability, and sustainability.

“Arguably one of the best decisions I made was to go with TENCEL™ Modal after testing various other fabrics. I loved that it is eco-friendly and has full supply chain traceability using raw materials from sustainably managed forests,” Shawn said.

“The fabric is also incredibly effective at managing moisture, and it feels quite cool when you wear it.”

Sustainability has always been at the forefront. The brand is a certified member of 1% for the Planet, donating one percent of gross sales every year.

Willie Wagtail quickly gained a cult following among athletes and gym junkies who love the comfort, breathability, and functionality of the design. No more awkward adjustments!

“We’ve recently teamed up with biathlon athlete Boris Stanish, who is aiming to make Team Australia for the Winter Olympics. It’s awesome to get this kind of support and feedback.”

Willie Wagtail made $100K in its first 10 months while Shawn was still working his corporate job.

In December 2024, he quit his job and now works full-time in the business as its sole employee.

To date, Willie Wagtail has made over $500K and is projected to surpass $1 million in its third financial year.

As for the future, Shawn plans to grow his team, expand the product range, and reach new markets.

“We’re focused on expanding globally, especially beyond Australia and New Zealand. Most importantly, I want the brand to continue having a positive impact on people’s lives and the planet.”

For more information, visit https://williewagtail.com.au/