Our Story

Australian Brand House.
Built Since 2008.

From a single men's lifestyle brand to a multi-brand portfolio stocked in 20+ countries — The Lifestyle Co is the story of building something exceptional from Sydney.

Who We Are

A Brand House
With Purpose.

The Lifestyle Co is an Australian brand house founded in Sydney in 2008. We create, own and operate premium lifestyle brands for men — designing products that promote self-expression, confidence, and individuality.

Our portfolio includes 2EROS (resortwear and underwear) and Supawear (activewear and underwear), with a new brand launching 2027 — we're working behind the scenes on something we're excited to share soon. Each brand is original in design, meticulously crafted, and sold globally through our own e-commerce stores and a network of wholesale partners.

We pride ourselves on valuing how fashion makes you feel as much as how it looks — this is what separates us from the rest.

17+
Years in Business
20+
Countries Stocked
200K+
Social Reach
3
Brand Portfolio
Jason Hoeung
Founder & Creative Director

Jason
Hoeung.

In 2008, Jason embarked on an ambitious journey founding The Lifestyle Co and launching 2EROS. Driven by a belief that fashion should celebrate self-expression, he built a brand from scratch into an internationally distributed label within a decade.

In 2013, he launched Supawear — a bold activewear and underwear label that quickly carved out its own loyal global following. Both brands are entirely original in design, produced with professionally sourced manufacturers and suppliers who share the same commitment to quality.

With a degree in Visual Communications and an MBA, Jason brings an unusual blend of creative direction and business acumen. His global networks in distribution, retail, and manufacturing — built over 17+ years — underpin The Lifestyle Co's reach. In 2027, he will launch his next venture: something we're very excited about, though the details are still being kept under wraps.

17+
Years Experience
MBA
+ Visual Comms
3
Brands Launched
Our Journey

The Story
So Far.

2008
The Lifestyle Co is Founded

Jason Hoeung establishes The Lifestyle Co in Sydney and launches 2EROS — a men's lifestyle brand built on self-expression, confidence, and original design.

2013
Golden Globes Gifting Suite

The Lifestyle Co receives an invitation to the Golden Globes Gifting Suite in Los Angeles — presenting 2EROS swimwear and underwear to celebrities and industry figures on one of Hollywood's biggest nights.

2013
Supawear is Born

Supawear launches as a bold activewear and underwear brand. Where 2EROS leans into resort and lifestyle, Supawear brings performance and edge — quickly building its own loyal global following.

2018
2EROS Debuts in Los Angeles

2EROS makes its first fashion show appearance in Los Angeles, USA — marking the brand's formal entry into the North American fashion scene and expanding our global retail presence.

2019
Sustainability Commitment

The Daily Telegraph covers our commitment to sustainable swimwear — using recycled fabrics and eco-friendly packaging. Inside Small Business features the story behind reimagining swimwear to reduce ocean pollution.

2023
SUPAWEAR at Bangkok Fashion Festival

Supawear makes its first fashion festival appearance in Bangkok, Thailand — cementing our presence in one of Asia's most dynamic fashion markets and deepening our Asia-Pacific retail network.

2023 — Now
Mister International Partnership

The Lifestyle Co becomes the official wardrobe partner for Mister International — dressing contestants at both the Thailand finale and the global grand finale. A defining alignment: one of the world's most prestigious men's pageants, celebrating diversity and the modern man from every corner of the globe.

2027
The Next Chapter

Something new is in development. The third expression of what The Lifestyle Co stands for. We're working behind the scenes, and we look forward to sharing more when the time is right.

Our Brands

The Portfolio &
Where to Shop.

2EROS
Resortwear & Underwear
2EROS

Swimwear, resort shorts, knitted tops, linen shirts, singlets, underwear, and loungewear. A complete lifestyle wardrobe for the modern man.

Shop 2eros.com → Supawear
Activewear & Underwear
Supawear

Performance activewear and exceptional underwear with a bold, confident edge. Designed for men who move with purpose.

Shop supawear.com →
TLC Store
Combined Collection
TLC Store

Browse both brands plus exclusive bundles, gift sets, and new arrivals — all in one place. The best of The Lifestyle Co portfolio.

Shop thelifestyleco.shop →
A Third Brand · 2027

We're working on something new behind the scenes. A third brand launching 2027 — same commitment to quality, a whole new story. More details to come.

Press & Editorial

In the
Media.

The Daily Telegraph
Friday, 30th December 2022
Swimwear Biz Flexes Recycling Muscle
Read Article →
Inside Small Business
November 2022
Small Aussie Brand Reimagining Swimwear to Cut Ocean Pollution
Read Article →
Dear Straight People
February 2021
The Aussie Entrepreneur That's Heating Up Men's Fashion
Read Article →
DNA Magazine
August 2018
2EROS: Inspired by Gods
Read Article →

Also featured in Wallpaper*, GQ, and Mister International (Thailand and global).

Press & Media Enquiries

For editorial features, product placement, campaign partnerships, or interview requests, please contact us at pr@thelifestyleco.com.au