Smalls' used to mean breeches' but around 1943, according to The Oxford Dictionary of Slang, the word began to be applied to underwear. This euphemistic usage does suggest that many people feel slightly embarrassed about what they wear under their clothes, an awkwardness that can extend to the business of buying pants.

Talking to friends and colleagues as part of the market research for taking on his online men's designer underpants business Whites and Smalls, Neil Jackman found this was certainly the case for some. For others, it was just a bore having to spend their precious leisure time traipsing round shops when they would rather be enjoying hobbies or relaxing. "To make a sweeping generalisiation, for many men shopping is a functional activity, rather than the social event it is for women," said Mr Jackman.

In some businesses, the customer loses out in a virtual environment, but he believes underwear is different. "You don't try underpants on in the shop - you know what size you are," he points out, "so you're not taking anything away from the retail experience by offering them online. And online men can take their time looking around, in a safe' environment."

Mr Jackman's online shop, which he bought as a going concern three months ago, offers a wide selection of pants, including boxers, briefs - which have made a strong comeback after years in the fashion wilderness, presumably because they are comfortable - and some very small smalls indeed.

He is planning to add ranges for Christmas, such as pyjamas, and is also looking at offering socks as the obvious accompaniment to pants; swimwear; and a bigger range of specialist sports underwear. "Last year I did the London Marathon and this year I'm going to do the New York Marathon. Long distance running gets you thinking about what you're wearing when you're doing sports!" he said.

He is currently redesigning the website to make it more appealing to different sections of the market. For example, many young men are currently wearing their jeans slung low, with the waistband showing - for them designer labels are particularly attractive. "They're not going to do that with the M&S pants that Mum bought them."

Older men may want something slightly more conservative, which meets their long-established preferences regarding type of fastening or length - or some colourful, eccentric pants to wear under a sober business suit, a small private rebellion against conformity, like patterned socks or the more obvious bright tie. Mr Jackman is also thinking of offering a range for men in larger sizes than are generally available on the high street.

Currently his best-sellers are two ranges by Calvin Klein: Steel' cotton boxers - which have broad metallic effect waistbands - and 365s. "These are more of a retro fashion brand: the modern version of 1970s Y fronts, just made a bit more funky. They come in a variety of bright designs." Visiting the previews of the Spring/Summer 09 underwear collections Mr Jackman has noticed that vibrantly-coloured and extravagantly patterned underpants are going to be very fashionable next year. These may appeal mainly to his younger customers, those who read men's lifestyle magazines like GQ and Men's Health and who take a general interest in grooming and fashion.

"But I must admit that a lot of men don't think about underwear at all" he said. And this probably explains why between 30 and 40 per cent of his existing customers are women, doing what they have been doing for many years - trying to get their husbands, boyfriends and sons to exchange their faded, unraveling old pants for something more attractive.

He has recently persuaded a friend that quality underpants really are better and more comfortable than five pairs for a fiver' ones from the local market. The pants he sells cost between £8 and £30 - the average price being about £15 - but they will last longer and withstand many washes, he says.

Before he began selling underpants online from his home in Witney, Mr Jackman had a very different career - as a compensation and benefits manager working in the human resources department of a large company in Slough. He enjoyed his job, but not the three-hour daily commute to and from work. He had always wanted to work for himself, but, like many people, was concerned about taking the leap of faith required to leave a secure career job.

This year, when he began looking around for online businesses that would give him more flexibility and a better life/work balance, he originally thought of selling accessories for dogs, but then the Whites and Smalls website came to his attention.

"I thought: That one could work for me'. There's something about underwear: it's future-proof. Men are always going to need pants."

Fact File Name: Whites and Smalls Established: Taken over in June 2008, originally established in 2005.

Owner: Neil Jackman Number of staff: One Annual turnover: Too early to say Contact: email: info@whitesandsmalls.com website: www.whitesandsmalls.com