A Quick Q&A with Peter Simonsson

Kim Lalaurie,


Everyone knows that the best outfits are made from the inside out. This means wearing the right underwear really sets the tone for the rest of any ensemble. Women know this truism very well. We have all experienced the effect that different lingerie can have on how an outfit looks.

But for Peter Simonsson, the founder and creative director of the luxury underwear brand The White Briefs, the mission is to get everyone back in touch with the beauty of what he likes to call “low-key high quality” underwear that is eco-friendly and feels good. The company, which launched in 2009, has now expanded into other comfy clothing basics. All of them have one thing in common, they are no fuss no muss fashion designed to make getting dressed the easiest thing in the world.

Here Simonsson tells us all about the joy he takes in dancing flamingo, being good at doing one thing from start to finish and being in the flow of creativity. 

The White Briefs homepage.

How did you first get interested in fashion?

It was a while ago, l went to school and needed an extra work, I started working in small men’s tailor store in a small city in the south of Sweden. The passion for construction, creating something well-fitted was interesting and also the starting point of my curiosity of exploring fashion.

What made you finally decide to launch out on your own and create your own line?

The craving of doing something by your own, the need to say something, consolidate my experiences from various jobs and managerial position into my own world.

What was your big break?

l am about to do it… stay tuned.

Who inspires you?

My surrounds and my family. 

Who living or dead would you love to be able to have dinner with?

l would love to have a lunch with Sofia Coppola. She is in Paris and has an interesting approach to storytelling.

Sofia Coppola, the screenwriter, director, producer and former actress


What is your favorite trip?

To go to a warm place, l am keen on going back to Mexico, Tulum.

Peter Simonsson and his daughter by Magnus Klackenstam

When are you happiest?

Difficult to say, l am happy when the flow is on. To have the momentum of ease is wonderful. My daughter, my wife of course.

What is the biggest challenge you are currently facing?

Time, l would love to have more time, l am working on the mobilization of building an organization and that is challenging and pretty difficult l have to admit.

What is your secret talent?

l am good at dancing flamenco.

What is your motto or the best piece of advice you ever got?

Do it well, both in detail and context. Do one thing good instead of several of things half half.

What emoji do you use the most?


What is the latest Instagram feed you decided to follow?

@icon_elpais since it featured a nice piece about us.

the writer

Kim Lalaurie

Related articles