Interview: Basic+Ally.
Imagine underwear that not only feels great but also addresses a problem most men don’t talk about. Basic+Ally has introduced a game-changing solution in a highly overlooked market.
We had the pleasure of speaking with Henrik Berg, co-founder of Basic+Ally alongside Sebastian Kerdill, and a customer of pensopay. Henrik shared the story behind the name and how their innovative product, created to solve a discreet yet common problem, has taken the market by storm. After appearing on Løvens Hule, the brand became a true first-mover in a saturated space — and now they’re ready for the next big step.
A New Perspective on Men’s Underwear: Basic+Ally Addresses an Overlooked Problem
He explains that, according to medical studies, around 60% of men experience post-urination leakage — something Basic+Ally's innovative underwear is specifically designed to help with.
They’ve developed a unique pair of briefs featuring a patented Gravity Membrane™ that prevents fluid from seeping through. Strategically placed for maximum comfort and protection, the underwear is crafted from sustainable bamboo fabric and ethically produced in Portugal.
Basic+Ally: Where Comfort Meets Protection
The name "Basic" represents essential everyday items—like underwear. "Ally" stands for a trusted companion—someone who supports and protects you. Henrik describes their underwear as a reliable partner that not only offers daily protection but is also produced responsibly and with care.
Løvens Hule: How Basic+Ally Faced the Challenge—and Came Out on Top
Henrik, Niclas, and Sebastian appeared on Season 8 of Løvens Hule. But after filming, they didn’t hear anything for weeks. Then, the night before their episode aired, Henrik received a call from the network—triggering a race to prepare for the flood of attention from over 600,000 viewers. The challenge? They didn’t have enough inventory—but managed to rush in deliveries from Portugal just in time.
“We were overwhelmed by orders—it was amazing! I worked 16-hour days and received new shipments every other day,” Henrik Berg, Basic+Ally. One key lesson? Check your junk mail! Turns out, the network had emailed him a week earlier—he just hadn’t seen it.
Basic+Ally’s Impact on a New Customer Segment
Basic+Ally doesn’t just appeal to men seeking everyday comfort. Henrik shares how prostate and kidney patients have reached out with heartfelt thanks, saying the product helped restore their confidence.
Their appearance on Løvens Hule also helped spark conversation around a previously taboo subject. Henrik hopes Basic+Ally can play a part in breaking the stigma around men’s health.
Scaling Without Compromising on Quality
Henrik explains that the future of Basic+Ally lies in marketing and brand building. “Our goal is simple: when people think of safe, functional underwear, they think of Basic+Ally," Henrik Berg, Basic+Ally. The company is designed to scale—by outsourcing all manual processes, they can grow without compromising on quality.
“Make sure you have your support system in place. If your family and friends aren’t behind you, the journey can be tough,” Henrik Berg, Basic+Ally. His experience has taught him to focus on what matters—delegating the operational tasks so he can drive the business forward.
Check Your Junk Mail: Advice for Fellow Entrepreneurs
Henrik’s most unexpected piece of advice? “Check your junk mail,” he laughs, recalling the email from the Danish broadcaster DR that nearly went unnoticed. He also emphasizes how crucial it is to build a solid foundation and prepare your business for growth—so it won’t be overwhelmed by everyday operations.
Henrik Berg’s journey with Basic+Ally is a testament to how innovation, craftsmanship, and a solid business model can disrupt a market—and make a genuine difference for men around the world.
Thank you for the great conversation, Henrik. We’re proud to call you a partner—and can’t wait to see what’s next. Best of luck!
Team pensopay.
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