08/22/2025
A New Chapter Begins
Thank You, Portland
After nearly two decades, itās time for a major life transition.
Iām announcing my retirement and the closing of our flagship store, underU4men, in downtown Portland. Itās a moment filled with emotion, gratitude, and pride.
I created the underU4men concept 20 years agoālaunching 3 stores in just 18 months: Portland, Bridgeport Village, and Seattle. A few years later, we consolidated into this beloved Portland location and the Seattle store. The Portland location has become far more than a retail store. Itās been a safe, stylish, and celebratory space for our LGBTQ+ community and allies. From underwear models, fashion parties, and Pride events, to hosting the Travel Gay Portland Visitors Center for over a decade, and supporting countless LGBTQ+ non-profitsāitās been an unforgettable ride.
This store succeeded because of you: our diverse, loyal, and fabulous customersāgay, straight, moms and dads, q***r, trans, bears, cubs, twinks, and everyone in between ā¦You made underU4men the most extraordinary menās underwear store in the worldāand a space where everyone belonged. Thank you.
And none of it would have been possible without the constant love and support of my husband Larry, our friends and family, and our phenomenal team. We survived a recession, COVID, months of unrestāand we thrived, coming back stronger each time.
With downtownās challenges fading, we love it more than ever. We believe itās still the best place to start a businessāand weāre re-committing to it, giving you a fresh reason to rediscover downtown.
It's time to pass the torch.
My General Manager of 13 years, Wesley, will open a NEW, curated underU4men boutique just a few blocks away. It will open this fall, and yes, in downtown. The lease is signed, and construction is underway. Wes joins James (who now owns our Seattle location) as a next-generation employee-owner.
Iām deeply proud of what we builtāand thrilled to support this new chapter. Iām passing the legacy to my employees, and I know they will serve our community well.
But first⦠Itās time to celebrate!
RETIREMENT SALE BEGINS NOW
Everything 20ā70% OFF
Every Item. Every Brand.
Farewell Celebration Event ā Tuesday, August 26 | 6ā10 PM
Join us at the Portland store for an epic send-off: models, drinks, and FUN. Oh, bring your wallet, we have a special deal for you. One Night Only!
Thank you, Portland. Letās make this final season one to remember.
ā Steven Lien
Founder, underU4men