UK – Challenging the legacy lingerie market, Underdays prioritises comfort and functionality in its designs, which are inspired by 1990s ad campaigns. Driven by feedback from a diverse range of women, the disruptor brand offers underwear in three essential categories: Lingerie, Everyday and Workout. As part of its research, the founders assessed women's preferences when it comes to their undergarments, from stretchiness to lasting freshness and super-soft material.
Designed with inclusivity at its core, the brand offers sizes from XS to XXL, with plans to expand this further. In addition, it reframes conventional associations with underwear – a sector that is traditionally defined by hyper-sexualised branding and communications. ‘We felt that customers were having to choose between overly sexualised designs or beige basics that didn’t connect with their personal style,’ says Oria Mackenzie, co-founder of Underdays.
By avoiding the stereotypes that have long existed in the lingerie market, Underdays taps into the genuine desires of its Millennial and Gen Z target audience. To discover more brands redesigning women's products, delve into our Femininity Rebranded design direction.
Apparel brands, particularly those in the activewear sector, can take cues from Underdays and reframe tired, highly gendered designs and communications. Why not crowdsource your customers’ needs before designing new products?