Amazon customers are already excited by new sports shorts invented by a Surrey family to take on the jock strap.
Called BOXJOX, about 1,000 of the shorts have already been made in a pre-production run, and are selling well from various places, including Amazon where buyers have posted favourable reviews.
BOXJOX are tagged “compression sportswear engineered for men,” and were first seen in a quick sketch which Geof Todd made during a flight in 2005. With a background in the development of software behind digital television, Mr Todd set up TODD Creative Production Services for his elder son Luke’s video production skills. Todd Creative Services Ltd, which is based in Fetcham, was formed in 2007, and the whole family – including Mr Todd’s wife Sandy and younger son Alex, an industrial designer – became involved in developing a number of projects. “We had to decide which one of them to take forward,” remembered Mr Todd, who only left his job in March last year to join the family’s company.
They found Milords International Ltd in Leicester, which makes clothing for big department stores and other outlets. “We had a short presentation meeting, and they were happy to work with us.” An attempt was made to manufacture BOXJOX in India, but this did not work and it was not until 2009/10 that China was explored for manufacturing. The first batch was ready in February, and it has already won the technology and innovation prize in this year’s Leatherhead and district business awards.
BOXJOX are 90% nylon and 10% elastane. The special bands across the front and back are nylon with no elastane, and unlike the material, do not stretch. “They control compression and cross over at the back to stop the material being ingested between the buttocks.” The Todds’ projections are that they will sell one million in three years.
Originally published in South East Business Magazine, July 2012 Page 9
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