M&S and Sir Chris Hoy: A Menswear Collaboration with Purpose

When it comes to everyday essentials, M&S has long been a staple in British menswear. This season, the retailer is using its platform to champion more than just style. Teaming up with Olympic legend Sir Chris Hoy and Prostate Cancer UK, M&S is launching its first dedicated men’s underwear campaign in over a decade—bringing function, comfort, and awareness together in one collection.

The initiative places M&S’s market-leading men’s underwear front and centre, offering a collection that is both considered and contemporary. The Autograph range includes briefs, trunks, and boxers crafted with 360 Flex™ technology, ensuring a supportive yet breathable fit. Using a modal-rich fabric blend, the collection prioritises comfort while integrating Lycra® Xtra Life™ for longevity and Cool & Fresh™ technology to maintain all-day dryness. With a refined palette of black, navy, grey, and seasonal hues like olive and smoky green, the range delivers understated luxury with practical appeal.

Beyond fit and function, M&S is making a tangible impact. Until the end of March, £4 from every pack of Autograph underwear (excluding vests and socks) will be donated to Prostate Cancer UK, furthering groundbreaking research and early detection initiatives. In-store and online, QR codes on product pages and fitting room displays will link directly to the charity’s Risk Checker—a simple tool that encourages men to assess their risk of prostate cancer.

For Mitch Hughes, M&S’s Director of Menswear, this campaign marks a significant step in supporting men’s health. “As the market leader in men’s underwear, we saw an opportunity to use our reach to drive an important conversation,” he explains. “We’re proud to collaborate with Sir Chris Hoy and Prostate Cancer UK to encourage more men to check their risk.”

With a collection that seamlessly blends style, function, and purpose, M&S once again proves that true luxury isn’t just about what you wear—it’s about the impact you make.

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