About HeartLift™

HeartLift™ by Cody

Lift. Support. Confidence. HeartLift™ makes performance underwear for athletes and everyday people, built around one idea: the HeartLift™ back-lift cut, designed to lift and shape your seat with no padding. Put some heart in your booty.

We describe fits, not genders. Drop 001 is the HeartLift Fit, built around our signature back-lift cut, with a contoured front. Drop 002, the Flat fit, is coming soon.

Hi, I'm Cody Laughlin, by @loverboyyydotcom. I've been in tech sales for almost 20 years, and I live in Collingwood, Ontario. I wanted underwear that keeps up in a squat rack, on a long run and overnight, and looks good doing it. So I'm building it, in the open, with the people who reserve.

Drop 001 · HeartLift Fit

Four colours, no neutrals: Heart Throb, Lift Off, Green Flag and Big Crush, plus Main Character as a limited drop. All on our signature heartbeat band. Designed to disappear under dress pants and dresses: flat seams, no hem lines, tagless. Your reservation is your vote. Samples will be wear-tested before anything ships.

The business

HeartLift™ by Cody is operated by LOVERBOYYY ESSENTIALS, an Ontario sole proprietorship owned by Cody Laughlin. Questions? cody@loverboyyy.com