Frigo was started when the inventor Peter Söderström came up with a revolutionary design for male underwear. The founders felt that no major changes had taken place among the male underwear, while the women had experienced a whole range of improvements, both visually and practically. Frigo wanted something else, the only change that had taken place was when Jockey introduced the y-front for almost 100 years. Frigo wanted to change men's underwear forever, that's why it was founded. Frigo themselves describe how they wanted to go back to the men's origins when the genitals were allowed to hang freely and the wind would cool both before and after the hunt. Now that most men have stopped hunting, they started playing sports instead with clothes on and sometimes sitting on a bicycle, among other things. With office work, many men also sat still for hours without thinking about their dearest possessions. Frigo points out that this development led to sweating and chafing and therefore wanted to create a modern solution to that problem. The business idea behind Frigo was " To produce and introduce a superior form of underwear for men." Inventor Peter Söderström equipped Frigo's underwear with a sewn-on pocket. In that pocket you could place the whole package, which made it easier to ventilate and thus regulate the body temperature. All parts stayed in place and you could thus stay fresh all day. With Frigo's underwear, it does not matter if you are at work, playing sports or sleeping, it always stays fresh. The vision that Frigo has is that Frigo should be in every man's trousers within ten years. In the autumn of 2009, Mikael Persbrandt became one of the co-owners of Frigo. With that, Frigo by Persbrandt was launched at the end of 2009 and Frigo's underwear became very popular.