Oria Mackenzie and Amy Tschenett are debuting Underdays in London, with a mission to marry playful branding, accessible price points and designs that serve women's daily needs.
The brand plans to make its debut with its own e-commerce platform and stick to a direct-to-consumer model in order to build its own community and “own the conversation with the customer” — which will involve as much playful content as it will educational stories around female hygiene, developed alongside a London-based gynecologist.
“We’re taking time to be highly branded in the way Calvin Klein once was and the way Glossier is today and applying that to underwear. It’s about revolutionizing a sector in the same way Glossier did for beauty. Underwear will be priced between 16 pounds and 22 pounds, which is “Calvin Klein positioning” according to the duo. Sizes run from an extra small to an extra extra large.
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