PEOPLE have always wondered why none of Superman's enemies recognise him when he is dressed as 'mild-mannered' reporter Clark Kent - after all the only disguise he has on are his glasses.

But it's possible the answer was not on his face - but below his waist. Villains may well be so distracted by Superman's trademark underwear that they are never able to make the physical connection between him and his alter ego.

But you don't have to be Superman to sport underwear that makes a big statement. Mere mortals can too.

And they need look no further than local company Maayan Distribution, which is in the business of creative underpants.

Maayan brought the French fashion label PULL-IN to Asia. Bertrand Tellier, who founded Maayan with his wife Emmy Suwondho Tellier this year, said the family was drawn to the label when, while in France, his teenage son became so excited on seeing a PULL-IN store that he practically dragged his father into the shop.

Mr Tellier says: 'Immediately (after seeing PULL-IN's products) I had a shock. I thought 'This is a great concept, this is a revolution in the highly conservative underwear industry'.'

Despite having been around for only a decade, PULL-IN has developed a near-cult following in Europe, with more than 120,00 fans on Facebook. International celebrities such as Mickey Rourke, Zidane, Snoop Dogg, DJ Bob Sinclair, Jessica Alba and pop-queen Madonna have been seen wearing the fashion label. This is largely due to the brand's unique dandy style print designs, from strawberries to iPhone themes, not found on any other underwear brand.

Although the label is priced similar to Calvin Klein and other high fashion underwear brands in the market (starting at $50), Mr Tellier does not regard it as having competition in Singapore.

'Normally, lingerie for ladies and underwear for men is basic and monotone - solid colours like white, grey, black, pastel colours,' he says. 'So it is always the same. No difference between the brands. We don't consider other brands in our price range as direct competition because they still have plain solid colours and our identity is printed designs. '

The Maayan founders had no prior experience in the retail industry. Mr Tellier spent the past 20 years in various senior management positions for companies that were largely B2B, while his wife has a background in hospitality, also working as a public relations officer with the French Tourism Board for South-east Asia.

But Mr Tellier welcomes the challenge of change: 'When you come into B2C without a background, you are not polluted by any beliefs or assumption,' he says.

He and his wife also leverage on their cultural backgrounds - Mr Tellier is French and Mrs Tellier is Indonesian. 'We are able to penetrate markets, whether in Singapore or South-east Asia, and also collaborate with European countries,' he says.

In fact, his experience of leading sales teams in Asia has taught Mr Tellier how to negotiate with large companies like Takashimaya.

'I used to have to sell technology to other companies - you have to be very detailed and pragmatic,' he says. 'So to introduce underwear to Takashimaya was not such a big deal to me.'

Within four months of its birth, Maayan company has already achieved five points of sale, managing to market male and female PULL-IN products through *SCAPE, OG Orchard, TANGS Orchard, Takashimaya, and Bobbi's Pole Studio.

Public awareness of PULL-IN fashion products has also grown locally - a uniquely designed Swarovski co-branded set of crystal studded underwear was unveiled at Singapore's first trade show, Blueprint 2010, this year.

Maayan markets PULL-IN to two different groups of consumers - young sports-minded people and those who are fashion conscious. PULL-IN was therefore a sponsor at the National Youth Council Xtreme Championship Cup 2010 Programme held earlier this month. The company also plans to hold parties at local nightclubs to attract Singapore's trend-setters.

Mrs Tellier says: 'The strength of PULL-IN is that we reach two markets at the same time - the first market is active young people, the second is the fashionistas.'

For Maayan, PULL-IN is just the beginning. According to Mr Tellier: 'Asians are hungry for European lifestyle brands. We would like to bring in a lifestyle brand every year under the Maayan portfolio.' He also hopes to open the first PULL-IN concept store for Asia in Singapore by 2011 and subsequently open more across South-east Asia.

'If you put love into your work, you can destroy mountains,' he says passionately. 'So for me, however, I have to promote PULL-IN, it's okay. I will do it.'