A better underwear from a simple change; it's made of Linen and it keeps you cool. At Maqoo we innovate better fabrics. This is our first product, called Maqoo underwear. It keeps you cool because it's made of linen. In case you've been deprived the joy of owning a linen shirt: linen comes from the flax plant, and it's a fabric that feels cool to the touch because it has high heat conductivity (think of walking barefoot on cool tiles in the summer - they're also heat conductive). So why on earth hasn't anyone else done this already? Well, standard woven linen has next to no natural stretch in it so it wouldn't work with underwear. This is why we arrived on the scene to develop an appropriate linen fabric. A long story short is that we created Maqoo stretch linen, and then applied it to underwear. If you pick up a fabric and it feels nice, does that mean it will be comfortable? If you've had some experience wearing a shirt with high levels of polyester then you know that's not the case. Hot, sweaty, clammy, blehhh. The actual feel of a fabric might only play a small part in how you feel in it all day. Breathability, heat conductivity, moisture wicking ability, all form the fundamentals of what makes a fabric comfortable.