{"id":341,"date":"2025-08-25T22:46:22","date_gmt":"2025-08-25T14:46:22","guid":{"rendered":"https:\/\/emba.nus.edu.sg\/blog\/?p=341"},"modified":"2025-08-26T15:47:51","modified_gmt":"2025-08-26T07:47:51","slug":"boardroom-to-boxers-boss-how-the-nus-emba-supported-a-bold-life-pivot-for-luigi-la-tona","status":"publish","type":"post","link":"https:\/\/emba.nus.edu.sg\/blog\/boardroom-to-boxers-boss-how-the-nus-emba-supported-a-bold-life-pivot-for-luigi-la-tona\/","title":{"rendered":"Boardroom to Boxers Boss: How the NUS EMBA Supported a Bold Life Pivot for Luigi La Tona"},"content":{"rendered":"

Mr. Luigi La Tona wears many hats: founder of ThunderWear Asia, NUS Executive\u00a0 MBA alumnus (Class of 2020), father to two lovely children, and supportive husband. With so many responsibilities on his shoulders, it\u2019s perhaps unsurprising that he knows precisely what it means to feel well-supported\u2014literally.<\/span><\/p>\n

Navigate to ThunderWear Asia\u2019s site and you\u2019ll be greeted by a colourful assortment of men\u2019s 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.<\/span><\/p>\n

That\u2019s what ThunderWear sells: expressive design and maximum comfort. Or in Luigi\u2019s words, it sells emotions, not just functionality. But how did the idea come about?<\/span><\/p>\n

We spoke to him to find out how his vision of selling \u201clucky underwear\u201d was sparked during a night out, and how the NUS EMBA helped him give structure to that vision.<\/span><\/p>\n

\"\"<\/p>\n

The Story of ThunderWear Asia<\/b><\/p>\n

The spark came during a night out with a friend in Hong Kong. \u201cPut on your lucky underwear,\u201d his friend told him. \u201cYou know, something red that makes you feel empowered.\u201d<\/span><\/p>\n

He didn\u2019t 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.<\/span><\/p>\n

\u201cIt\u2019s dopamine dressing, right?\u201d he explains. \u201cYou put on your nicest piece of clothing, and it makes you feel empowered. And men don\u2019t have many choices for the special occasions in their lives. Why not make our underwear special? Besides, it\u2019s not just about dressing nicely; it\u2019s also about comfort. We make a special kind of pocket in front that hugs the body, and it\u2019s comfortable to wear.\u201d<\/span><\/p>\n

\"\"<\/p>\n

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.<\/span><\/p>\n

\u201cIt\u2019s also the diversity of the EMBA class,\u201d he adds. \u201cYou have people from so many backgrounds. When we ran a market survey, the responses and ideas we received helped push the concept forward.\u201d<\/span><\/p>\n

He credits the NUS EMBA program and his classmates for helping validate the idea during its early stages.<\/span><\/p>\n

A Juggling Act: Family, Work, and Studies<\/b><\/p>\n

Halfway through our Zoom interview, Luigi\u2019s young daughter runs up to him. It\u2019s a heartwarming moment and a reminder that many EMBA candidates are not just students, but also parents. And that\u2019s why they opt for the part-time programme. It gives them the flexibility to study, work, and still be present for their families.<\/span><\/p>\n

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?<\/span><\/p>\n

\u201cIt\u2019s about time allocation. Anyone can do it. But you need to allocate your time well, for your studies, your side hustles, and your family.\u201d<\/span><\/p>\n

He also credits his wife, Joyce, who is also an entrepreneur, for her tireless support. \u201cMy wife is a firecracker,\u201d he says. \u201cI watch her get up at 3 a.m. to run her bakery business, Guilt-Free Food. She motivates me so much.\u201d\u00a0<\/span><\/p>\n

Strong family support plays a key role in his ability to pursue multiple ambitions. He admits, \u201cOf course, there are sacrifices that have to be made when you have so much going on.\u201d<\/span><\/p>\n

So, why pursue the EMBA amidst all this? \u201cFor the network, of course!\u201d he says. He wanted to relocate to Singapore with his Singaporean wife back in 2020, and emphasises, \u201cNUS is THE best school in Asia to do it.\u201d<\/span><\/p>\n

And did the programme deliver? \u201cAbsolutely. The NUS EMBA exposes you to a wide range of experiences\u2014economics, strategy, and business analytics. I learned so much, and that\u2019s also why I stay involved and always take the opportunity to give back to the programme.\u201d<\/span><\/p>\n

The Most Memorable EMBA Experience<\/b><\/p>\n

Of all the classes and projects, what stood out the most? Luigi pauses for a moment.<\/span><\/p>\n

\u201cI would say perseverance. If anything, the EMBA taught me perseverance.\u201d<\/span><\/p>\n

Perseverance in carrying an idea through?<\/span><\/p>\n

\u201cIn my Entrepreneurship module,\u201d he explains, \u201cmy professor taught us that for any product, there\u2019ll be many competitors. However, you must continue to move forward, persevere and discover your unique selling point. There are many brands selling men\u2019s underwear, but ThunderWear Asia is not your average men\u2019s underwear.\u201d<\/span><\/p>\n

Indeed, its designs are anything but average. Bright flamingos, bold Asian koi, and even the Singapore Merlion adorn its collection. The sock line\u2014\u2018Shock Socks\u2019\u2014lives up to its name, featuring vivid patterns and expressive motifs.<\/span><\/p>\n

\"\"<\/p>\n

\u201cThat\u2019s the vibe we\u2019re going for,\u201d Luigi says. \u201cWe appeal to the <\/span>lifestyle-focused,<\/b> international<\/span> mindset type of<\/b> man. He is curious, he has travelled, he is open to new ideas, and <\/span>is<\/b> confident in what he wants,<\/span> from the inside, out<\/b>.\u201d<\/span><\/p>\n

He laughs and adds, \u201cBut 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.\u201d\u00a0<\/span><\/p>\n

From Side Hustle to Startup<\/b><\/p>\n

With such a distinct product and vision, what were the most significant challenges he faced? Manufacturing? Logistics?<\/span><\/p>\n

Surprisingly, none of the above.<\/span><\/p>\n

\u201cThe biggest challenge is leaving corporate life to become an entrepreneur,\u201d he says. \u201cAs a CFO or any senior role, you\u2019re focused on one function. But once I went full-time, I had to do everything.\u201d<\/span><\/p>\n

Marketing, for instance, posed a different kind of challenge. \u201cI 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.\u201d He chuckles.<\/span><\/p>\n

But in a more serious tone, he adds, \u201cPeople from my corporate job questioned my decision. And that was the hardest part, stepping away.\u201d Life is a series of brave choices, and Luigi\u2019s words are a reminder that starting anew is the most difficult one.\u00a0<\/span><\/p>\n

Advice for Aspiring EMBA Entrepreneurs<\/b><\/p>\n

As a final thought, what parting advice would he offer to someone considering the NUS EMBA to support their entrepreneurial aspirations?<\/span><\/p>\n

\u201cI think Steve Jobs said it best: \u2018Stay hungry, stay foolish.\u2019 When you\u2019re hungry and foolish, you keep learning. That\u2019s key for any entrepreneur, to keep trying and growing.\u201d<\/span><\/p>\n

Luigi\u2019s journey is a poignant reminder of the possibilities that unfold when you remain curious, open-minded, and courageous enough to pursue an unconventional dream.<\/span><\/p>\n

Interested in the NUS EMBA programme?<\/b><\/p>\n

Find out how it can empower your next bold move or launch your next business venture, just like it did for Luigi. <\/span>Get in touch with us<\/em><\/strong><\/span><\/a> today to find out more.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Luigi La Tona (NUS EMBA Class of 2020), founder of ThunderWear Asia, turned a spontaneous idea into a bold menswear brand. With the NUS EMBA shaping his vision, he now blends expressive design with comfort- selling not just underwear, but emotion.<\/p>\n","protected":false},"author":811,"featured_media":347,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-341","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-profiles"],"acf":[],"yoast_head":"\nBoardroom to Boxers Boss: How the NUS EMBA Supported a Bold Life Pivot for Luigi La Tona - EMBA Blog<\/title>\n<meta name=\"description\" content=\"Luigi La Tona (NUS EMBA Class of 2020), founder of ThunderWear Asia, turned a spontaneous idea into a bold menswear brand. 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