Boardroom to Boxers Boss: How the NUS EMBA Supported a Bold Life Pivot for Luigi La Tona

Mr. Luigi La Tona wears many hats: founder of ThunderWear Asia, NUS Executive  MBA alumnus (Class of 2020), father to two lovely children, and supportive husband. With so many responsibilities on his shoulders, it’s perhaps unsurprising that he knows precisely what it means to feel well-supported—literally.

Navigate to ThunderWear Asia’s site and you’ll be greeted by a colourful assortment of men’s underwear. Think black, white and boring? Think again. Imagine a fierce tiger emblazoned across your nether regions, printed on modal fabrics made from natural fibres and microfibre blends.

That’s what ThunderWear sells: expressive design and maximum comfort. Or in Luigi’s words, it sells emotions, not just functionality. But how did the idea come about?

We spoke to him to find out how his vision of selling “lucky underwear” was sparked during a night out, and how the NUS EMBA helped him give structure to that vision.

The Story of ThunderWear Asia

The spark came during a night out with a friend in Hong Kong. “Put on your lucky underwear,” his friend told him. “You know, something red that makes you feel empowered.”

He didn’t have anything other than the usual average black underwear in his wardrobe, and that got Luigi thinking: women often have special items to boost their confidence on important days, but what about men? Not so much. Coincidentally, he was then taking the EMBA Innovation module, and decided to pitch the idea to his classmates.

“It’s dopamine dressing, right?” he explains. “You put on your nicest piece of clothing, and it makes you feel empowered. And men don’t have many choices for the special occasions in their lives. Why not make our underwear special? Besides, it’s not just about dressing nicely; it’s also about comfort. We make a special kind of pocket in front that hugs the body, and it’s comfortable to wear.”

That pitch in class proved to be a memorable one. He recalls how the men in class became genuinely excited about redesigning underwear, which encouraged him to pursue the idea seriously.

“It’s also the diversity of the EMBA class,” he adds. “You have people from so many backgrounds. When we ran a market survey, the responses and ideas we received helped push the concept forward.”

He credits the NUS EMBA program and his classmates for helping validate the idea during its early stages.

A Juggling Act: Family, Work, and Studies

Halfway through our Zoom interview, Luigi’s young daughter runs up to him. It’s a heartwarming moment and a reminder that many EMBA candidates are not just students, but also parents. And that’s why they opt for the part-time programme. It gives them the flexibility to study, work, and still be present for their families.

Luigi pursued his EMBA while still working at StorHub, eventually becoming Director of Operations in 2023. At the same time, he was launching ThunderWear. How did he manage it all while also staying present for his family?

“It’s about time allocation. Anyone can do it. But you need to allocate your time well, for your studies, your side hustles, and your family.”

He also credits his wife, Joyce, who is also an entrepreneur, for her tireless support. “My wife is a firecracker,” he says. “I watch her get up at 3 a.m. to run her bakery business, Guilt-Free Food. She motivates me so much.” 

Strong family support plays a key role in his ability to pursue multiple ambitions. He admits, “Of course, there are sacrifices that have to be made when you have so much going on.”

So, why pursue the EMBA amidst all this? “For the network, of course!” he says. He wanted to relocate to Singapore with his Singaporean wife back in 2020, and emphasises, “NUS is THE best school in Asia to do it.”

And did the programme deliver? “Absolutely. The NUS EMBA exposes you to a wide range of experiences—economics, strategy, and business analytics. I learned so much, and that’s also why I stay involved and always take the opportunity to give back to the programme.”

The Most Memorable EMBA Experience

Of all the classes and projects, what stood out the most? Luigi pauses for a moment.

“I would say perseverance. If anything, the EMBA taught me perseverance.”

Perseverance in carrying an idea through?

“In my Entrepreneurship module,” he explains, “my professor taught us that for any product, there’ll be many competitors. However, you must continue to move forward, persevere and discover your unique selling point. There are many brands selling men’s underwear, but ThunderWear Asia is not your average men’s underwear.”

Indeed, its designs are anything but average. Bright flamingos, bold Asian koi, and even the Singapore Merlion adorn its collection. The sock line—‘Shock Socks’—lives up to its name, featuring vivid patterns and expressive motifs.

“That’s the vibe we’re going for,” Luigi says. “We appeal to the lifestyle-focused, international mindset type of man. He is curious, he has travelled, he is open to new ideas, and is confident in what he wants, from the inside, out.”

He laughs and adds, “But we do have a lot of female shoppers. They buy these for the men in their lives. Women know how important it is to have the right apparel for the occasion.” 

From Side Hustle to Startup

With such a distinct product and vision, what were the most significant challenges he faced? Manufacturing? Logistics?

Surprisingly, none of the above.

“The biggest challenge is leaving corporate life to become an entrepreneur,” he says. “As a CFO or any senior role, you’re focused on one function. But once I went full-time, I had to do everything.”

Marketing, for instance, posed a different kind of challenge. “I had to figure out how to sell the underwear. Where to sell it? Who would model it? Turns out, maybe I might have to model it myself.” He chuckles.

But in a more serious tone, he adds, “People from my corporate job questioned my decision. And that was the hardest part, stepping away.” Life is a series of brave choices, and Luigi’s words are a reminder that starting anew is the most difficult one. 

Advice for Aspiring EMBA Entrepreneurs

As a final thought, what parting advice would he offer to someone considering the NUS EMBA to support their entrepreneurial aspirations?

“I think Steve Jobs said it best: ‘Stay hungry, stay foolish.’ When you’re hungry and foolish, you keep learning. That’s key for any entrepreneur, to keep trying and growing.”

Luigi’s journey is a poignant reminder of the possibilities that unfold when you remain curious, open-minded, and courageous enough to pursue an unconventional dream.

Interested in the NUS EMBA programme?

Find out how it can empower your next bold move or launch your next business venture, just like it did for Luigi. Get in touch with us today to find out more.