UNDERDAYS, the Rising Lingerie Brand Putting Comfort First, Introduces Bold Blue Colorway
A limited-edition range to add to your intimates drawer.
UNDERDAYS is a new U.K.-based lingerie brand that emphasizes comfort and self-expression. For its latest launch, the inclusive label has introduced a limited bold blue colorway.
Recognizing the lack of comfortable and supportive lingerie catered to the lifestyles of women, UNDERDAYS aims to change the underwear market with comfortable intimates. First launched in November 2021, the rising brand has quickly gained a cult following with its thongs and briefs, including a version specifically designed for workout sessions.
The newly-introduced blue shade is applied to UNDERDAYS’ staples arriving in stretch mesh and silky microfiber. The brand explains that the bold color is to “redefine the traditional colors of womanhood, saying goodbye to red as a representation of sexy or beige as a symbol of comfort.” Co-founders Oria Mackenzie and Amelie Salas share in a press release: “At UNDERDAYS we want to celebrate going against the current and embracing your most authentic self. Our limited-edition blue range is all about stepping outside your comfort zone, while making sure your underwear isn’t.”
Peep the campaign shot by Charlie Gates above. Offered in sizes XS to XXL, UNDERDAYS’ blue lingerie pieces are available online with prices starting at £20 GBP (approximately $26 USD).
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