Prowler

Founded in 1989 and opening its first retail store in 1997, Prowler is the largest gay-run and gay-community business in Europe. Where its sister brand Prowler RED focuses on fetish, Prowler covers the lifestyle side: underwear, swimwear, clothing, toys, and everyday products designed with gay men in mind. It's a brand built by the community for the community, with over three decades of understanding what their customers actually want.

Prowler's range is broad and lifestyle-focused. Their underwear collection includes briefs, jockstraps, boxer briefs, and thongs in styles ranging from everyday comfortable to weekend bold. Swimwear covers everything from beach-appropriate to pool-party statement pieces. Their toy range spans vibrators, dildos, anal toys, and accessories. And their lifestyle products include lubricants, grooming items, and accessories that round out the brand's offering.

Prowler has survived and thrived for over 30 years in a market where brands come and go constantly. That longevity comes from consistently delivering products their customers want at prices that represent fair value. They understand the gay lifestyle market because they've been part of it since before many current customers were born. The brand carries genuine community credibility that newer, corporate-backed competitors struggle to match.

Prowler underwear and clothing are made from quality fabrics designed to hold their shape, colour, and fit through regular wear and washing. Machine wash according to the care label. Their toys use body-safe materials and should be cleaned with warm water and toy cleaner before and after each use. The brand applies the same quality standards across both clothing and pleasure products.

Prowler is for gay men who want products designed specifically for them, not adapted from generic ranges. The underwear fits male bodies properly. The styles reflect what the community actually wears. The toys address what men actually enjoy. And the brand identity is proudly, visibly queer without being performative about it. If you want products from a brand that genuinely represents and serves the gay community, Prowler has been doing exactly that since 1989.

Browse our Prowler range across men's clothing, toys, and anal toys. Their underwear collection is worth exploring if you haven't tried it. The combination of design, fit, and price makes Prowler underwear a staple for many customers. New lines drop regularly, so check back often.

Prowler positions itself as accessible rather than luxury. Their underwear is priced comparably to mainstream brands while offering designs you won't find on the high street. Their toys span budget to mid-range, making them a good starting point or a reliable everyday option. You're paying for community-designed products with genuine brand heritage, not inflated prices for generic goods with a logo slapped on.