MeUndies is taking on lingerie’s lumbering giants slow to maneuver with the changing discourse on social media. This week, the underwear start-up launched its FeelFree collection with a wider range of sizing options for women’s underwear from XS to 4XL, and which would cater to sizes beyond that for free.
This effort at comprehensive sizing is the culmination of months of research to develop sizes based on actual bodies, the brand said. Customers who want to request sizes outside of 4XL for FeelFree products would be able to provide their size to MeUndies through the web site to receive a free pair in their size. The brand plans to roll out inclusive sizes for men’s underwear as well in the coming weeks, and start offering sizes up to 4XL for its other underwear products.
“Our main priority will always be to further build an inclusive community and deliver products that make them feel empowered, alive and comfortable,” the company’s founder Jonathan Shokrian said in a statement.
“This year, we celebrated 11 million pairs sold and 1.5 million customers,” he said. “We’re extremely excited to have unveiled our FeelFree collection and to continue delighting our community with what’s to come.”
The FeelFree collection for women, which launched on Monday, involved size research and surveys on customer preferences. The collection consists of five silhouettes, including three that the brand said were specifically requested by customers, namely its high-waisted cheeky brief, the hipster and the convertible triangle bralette.
The company said it tested the products in every size on bodies of various shapes and sizes, rather than just relying on sample sizes, to ensure it would fit everyone.
The collection emphasizes comfort, and uses a softer material called micro modal, which is derived from a natural fiber that comes from beech trees in the Austrian Alps, the brand said. Even its waistband uses the material instead of a more conventional thicker elastic design, according to the brand. The modal waistband is meant to feel “lighter and more comfortable,” the brand said.
MeUndies said its manufacturer in Sri Lanka is certified under the Worldwide Responsible Accredited Production program, run by WRAP, a nonprofit that focuses on manufacturing standards for clothing and footwear.