Introducing: Underdays

Launched back in 2021 by former Farfetch colleagues, Oria Mackenzie and Amelie Salas, revolutionary intimates brand Underdays is about to become your latest obsession. If you haven’t heard of them before, (quite frankly, where have you been?), allow us to introduce you to the underwear brand joining our roster at Morgan Clare this month.

After much discussion and debate with colleagues in their industry, and a lingerie buying trip that left a lot to be desired, Oria and Amelie felt there may be a gap in the market for a progressive underwear brand that bridges the gap between style and comfort, and “speaks to the values of a new generation of women”.

Tired of over-sexualised, lacy options, or bland designs that fail to reflect the consumer’s personality, the women’s aim to tap into youth culture and bring a fresh energy to an essential category has been a resounding success.

Following two long years of hard work trialling samples and working with the consumer in a quest to ‘get it right’, the industry-disrupting, female-founded brand has gradually built-up momentum, launching with three defining collections: ‘The Everyday’, ‘The Workout’ and ‘The Lingerie’, proving that slow and steady really does win the race.

With soft, breathable, elevated essentials built to last, Underdays are turning underwear into self-care thanks to their TENCEL™ micro modal fabric keeping you fresh and dry all day long. With unrivalled style and fit and a variety of styles to choose from, whether you’re a brief girl or a loyal thong-wearer, this lingerie makes the perfect pairing underneath all your favourite looks.

Citing beauty brand, Glossier as inspiration in terms of how they’ve revolutionised their industry, Mackenzie and Salas want to make underwear shopping an immersive, and community-led experience, with inclusivity high on the agenda and sizing running from XS to XXL.

“The collection targets key problems that women have with their underwear, like digging in, riding up and breathability. One of the biggest changes we have made to all our designs is extending the length of the gusset – the fabric lining inside of women’s underwear”, says Salas. It is this attention to detail that sets the brand apart from the rest, allowing women to go about their daily lives feeling like their best selves.

From offering up to ten hours of freshness with ‘The Everyday’, to unhindered stretch in ‘The Workout’ thong, and ‘The Lingerie’s’ sensually sheer stretch mesh, Underdays feel like they’ve got it all covered.

“We’re here to help a new generation redefine comfort and rewrite sexiness, on their own terms.”

Try them out for yourself and shop Underdays in-store now. It’s the upgrade you deserve.

THEIR PROMISE:

The most soft and breathable fabrics

Approved by female health experts

Unrivalled style and fit

An extra-long antimicrobial gusset that keeps you fresh and dry