Founder of SEAL to talks about why he believes men's underwear needed to change.
Q: Why did you decide to create SEAL?
Founder: It really came from observing something that affects a lot more men than people realise.
As blokes get older, life changes and our bodies change. For many, it's not about major bladder problems or wearing pads or diapers. It's just the odd few drips and dribbles that quietly become part of everyday annoying life. But, for some, it could be BPH Benign Prostatic Hyperplasia, Prostate cancer or one of many other issues that may affect urinary function.
The weird thing is no one talks about it. You're certainly not discussing it over a beer with your mates. That’s just not your typical Aussie male.
I looked around and realised there wasn't much in between ordinary underwear and bulky protective products. I thought there had to be a better way. There needs to be an underwear that moves with phases of a man’s life and helps him stay dry, comfortable and therefore confident.
That's where SEAL started.
Q: Was the goal to create a medical product?
Founder: Not at all.
That was probably the biggest thing I wanted to avoid.
I didn't want men to feel like they were buying a medical product or something that made them feel old. I wanted to create premium underwear first and then make protection simply part of the underwear.
You put them on, get dressed and get on with your day.
That's really the whole idea behind SEAL.
Q: Why three different levels of protection?
Founder: Because every man is different.
Some blokes only want a little extra reassurance.
Others might have had prostate surgery or experience slightly heavier leakage.
Rather than trying to make one product suit everyone, we developed three levels of protection so men can simply choose the one that suits their lifestyle.
Q: Tell us about SEAL Performance.
Founder: Performance is where almost every man should start.
It's designed for everyday life. Around 2.4 million Australian men suffer from some form of incontinence at varying levels. We often hear the women talk about such issues, post babies etc, but you never hear men talking about it.
The Performance Daily is not about heavy leakage—it's about those annoying little drips that happen after going to the toilet or occasionally throughout the day. Especially when you might be having a few beers.
Performance uses our Four-Layer Comfort & Protection System to move moisture away from the skin, absorb those minor drips and help stop them reaching your outer clothing.
Work, travelling, playing golf, enjoying a day at the races or simply out with the family, Performance is there in the background doing its job.
Hopefully, you'll forget you're even wearing anything different.
Q: Who is Performance Plus+ designed for?
Founder: Performance Plus+ takes things a step further.
It's for men who need greater absorbency.
That might be someone recovering from prostate surgery, someone living with ongoing bladder issues, or simply someone who experiences larger drips or occasional small leaks.
The important thing is that it still looks and feels like premium underwear.
You don't suddenly have to start wearing bulky protective garments or pads if you don't want to. There is choice for comfort and protection.
Q: We noticed there's another product called Performance Max. What's the story there?
Founder: That's probably the one I'm most excited about.
It's still in the final stages of development and we're aiming for a late 2027 release.
The challenge is creating significantly higher absorbency while keeping the underwear comfortable, discreet and something men actually want to wear every day.
We listened to men who had had prostate surgery and still dealing with heavy leaks. What are the issues and how can we avoid heavy incontinence pads and diapers. In some cases you can’t, but I believe we can certainly lengthen the gap between underwear and nappies.
We're not going to release it until we're convinced, we've got it right.
Q: If you could sum up SEAL in one sentence, what would it be?
Founder: I'd probably say...
"Life changes. We designed underwear for that."
That really says everything.
We can't stop life changing.
But we can make sure those changes don't stop men living comfortably, confidently and getting on with life.
Editor's Note
SEAL Performance and Performance Plus are designed to provide discreet, everyday protection without compromising comfort or style.
Performance Max™ is currently in final development and is expected to launch in late 2027.
Protection when you need it. Comfort so you don't notice it.
