Swiss luxury underwear brand Zimmerli of Switzerland held a contest to get some fresh blood in to re-launch their most prestigious men’s line Richelieu.

The Richelieu line is top-notch — made from cotton that is the best 4% of cotton worldwide. That means super soft, yet strong and long-lasting. It’s so good, Marc Jacobs collaborates with Zimmerli for his signature line of underwear – the only person in the world the Swiss perfectionists have granted this right to.

The re-launched line was created by 2 fashion students from Basel, who created a more youthful, fashionable product with a sleeker cut and chic twists on the original style, all the while maintaining the history, comfort, and quality that Zimmerli is known for.

The results were so good, they decided to blow it up and start selling it in high-end stores like Andreas Murkudis in Berlin, The Park Concept Store in Vienna, and Set&Sekt in Basel.

Make sure to check out the images from the F/W 2010 presentation below. Haute undies? We want some now!