This unusual online retail concept is growing exponentially.
Online underwear company Knobby has reached more than 700 subscribers since launching in late 2014.
The brand sends a limited-edition design to subscribers every month for $19.
The Sunshine Coast-based business launched after founder Rob Rand found a gap in the market for men's underwear.
"They breathe. They dry quick. They don’t ride up. And they look bloody fantastic next to everyone else’s store-bought black, white and navies."
Rand describes the brand as firmly irreverent and unapologetically blokey, with subscribers including Ultraman Adam Fox.
Knobby ships worldwide every day for free, with current customers in Australia, New Zealand, North America, Canada, UK, Dubai and Singapore and big plans to expand further.
All the underwear is Australian designed and packaged, with plans to release a women's line in the pipeline.