Just Wears

No Deal

Cellulosic fibre-based men's underwear range

Season 17 · Ep 13 OtherAired 5 April 2020

Best known from its Dragons’ Den appearance, Just Wears is a cellulosic fibre-based men's underwear range in Season 17, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£80K
Asked for: 20%
Offered equity: £400K
Sought valuation

Alex Walsh and Yang Liu walked into the Den in Season 17, Episode 13 in the episode that aired 5 April 2020. Just Wears, the cellulosic fibre-based men's underwear range, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

On the carpet, the number was £80,000 for a 20% stake, which valued the company at £400K.

The dragons passed, and Just Wears left without a deal. That's not always the end of the story. Some of Dragons’ Den's most successful companies were rejected on air and grew anyway, using the exposure (the "Dragons’ Den effect") to drive sales the dragons missed out on.

Just Wears was one of 69 businesses to pitch in Season 17, where 26 deals got done. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Just Wears?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Just Wears get a deal on Dragons’ Den?

No. Just Wears pitched the dragons but left Season 17 without a deal.

What season of Dragons’ Den was Just Wears on?

Just Wears appeared in Season 17, Episode 13, which aired 5 April 2020.

How much was Just Wears asking for on Dragons’ Den?

The founders asked for £80,000 for 20% of the company, a £400K valuation.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.