It is one of the UK’s coolest men’s underwear brands, with a growing following both at home and abroad.

And although the story behind Dick Winters could be straight out of Dragon’s Den, it was another TV show that provided the idea for the business: Mary’s Bottom Line, which followed retail guru Mary Portas as she set up a women’s knickers factory.

Glasgow mums Emma Neilson and Claire Henderson, who became friends after meeting at the school gates, were hooked. And the show inspired them to set up their own business.

“We were amazed to find out on the programme that no men’s underwear was made in the UK,” said Emma, 40. “We saw there was a gap in the market for a quality, British-made product. We did a huge amount of research and groundwork.

“Half of women buy undies for their partner. We wanted a brand that would appeal to women as well as men, and to the gift market.”

It took time for the project to get off the ground, as the girls learned about the underwear business, sought out manufacturers in the UK and spoke to potential customers. They eventually came up with the Dick Winters brand.

“By the time we were ready to go, we knew a lot,” laughs Emma. “But it was still a baptism of fire. That really toughened us up. We joined the E-Spark business accelerator programme, which helped give us more structure.”

The brand now has a strong internet presence, built on the current trend for British heritage products – and a great sense of humour when it comes to the branding.

They launched the business last year and have worked hard to ensure it goes from strength to strength both in store and online. And following two successful pop-up shops, they’ve just opened a concession in House of Fraser’s flagship Buchanan Street store in Glasgow.

The high-end boxer shorts, which cost £28 a pair and come in four different colours, is all manufactured just outside the city, which is a unique selling point.

“Our machinists are so skilled in their trade,” says Emma, who is mum to twin girls aged 10. “It’s such a shame that it seems to be dying out. For is to be able to create jobs and keep up these skills is very important to our business. We were often asked why we didn’t just manufacture abroad, as it would be so much cheaper. But choosing the more difficult road can be more rewarding.”

So where do they see Dick Winters going in future? The pair have already been approached by companies in the US and China looking to export the brand worldwide.

“In years to come we’d love to give Calvin Klein a run for their money,” Emma says with a smile. “And we would like to branch out from men’s underwear into new lines and designs. Being in Frasers will be a fantastic platform for us to grown from.”

And what advice would she give to others hoping to start up in the fashion business?

Emma says: “Believe in yourself – that’s the key. It’s amazing what you can get if you just ask. Some days will be great, some days will be horrible – accept that you’re going to be out of your comfort zone and know that even when it gets tough, you still can move forward in the right direction.”

www.dickwinters.co.uk