7 Underrated Underwear Brands To Add to Your Rotation
Because your fashionable fits are only as good as what’s underneath them.
Let’s face it, nothing says new year, new you like a total overhaul of the dreaded underwear drawer and as we approach the end of 2024, the time has come for the cycle to repeat. Disposing of the nearly-disintegrated comfort pants and definitely-too-tight-now thongs can be an arduous task, one that frequently leaves us feeling in need of newness and inspiration.
Though underwear is quite often more of a necessity, it’s no secret that a matching set that fits just right can give you all the confidence in the world. As a result, it’s equally important to pay attention to the things we wear underneath our amazing clothes to make our fashionable fits pop just a little bit more.
Thankfully, we’ve come across numerous cool yet comfortable brands in our time, and we can confidently guide you through your 2025 overhaul and show you to newer, more desirable pastures. From ultra comfort-oriented brands like Underdays and CDLP to those with more traditionally feminine silhouettes like Dora Larsen and Fruity Booty, we’ve got a foolproof guide to curating your New Year’s underwear drawer, and we promise you won’t be disappointed.
Scroll through to discover our favorite underrated underwear brands to add to your rotation.
Underdays
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London-based label Underdays specializes in comfy underwear that’s still bold and beautiful. Created by founders Amelie Salas and Oria Mackenzie, the brand aims to protect female health with comfort-first styles that are VPL-free without pinching or riding up. Its latest Bare Basics collection also features an antimicrobial gusset for added protection, with additional silhouettes like the ‘Workout Thong,’ made specifically for exercise.
CDLP
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Design house CDLP was formerly known for its menswear silhouettes, focusing on crafting quality essentials and basics. In the last couple of years, the brand made its foray into womenswear, utilizing details from traditional men’s loungewear and underwear to create midweight and heavy-weight basics for women alongside bralettes, underwear and socks. Crafted with lyocell, the heavy-duty (but still somehow super soft) pieces offer superior breathability and boast natural moisture-wicking properties, resulting in ultra-comfortable styles that stand the test of time.
Fruity Booty
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For comfy styles with a feminine twist, Fruity Booty is your go-to. The London-based label specializes in delicate lingerie styles comprised of ribbons, lace and vibrant prints, and still offers a size-inclusive range across its styles. Comfy silhouettes are crafted from breathable mesh with deadstock details, offering a sustainable way to wear good-looking lingerie.
Dora Larsen
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For a wider range of styles, Dora Larsen provides an extensive selection of bras, briefs and thongs in sheer, lace and cotton fabrics. A firm believer in the power of color, founder Georgia Larsen creates unique color combinations across classic styles, with varying degrees of embroidery, print and lace details. So whether you’re a lingerie minimalist or a more adventurous underwear wearer, there’s definitely a Dora Larsen style for you.
Commando
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Commando offers a slightly more minimal approach to lingerie, loungewear and shapewear, offering a classic selection of signature styles in buttery-soft fabrics. Primarily arriving in hues of black, beige, white and nude, the brand’s signature offering includes everything from bralettes and bandeaus to micro-thongs and smoothing slips.
Cou Cou Intimates
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London-based label Cou Cou Intimates was born from a conversation with founder Rose Colcord and her boyfriend about the lack of nice, “daily” underwear available for women. Since its inception, the brand has become a staple in women’s underwear drawers everywhere, offering everything from Pointelle bras and briefs to fully-fledged loungewear.
Sloggi
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Swiss brand Sloggi is known for putting comfort above all else, with ranges like “Zero Feel” and “Ever Infuse” crafted with soft and supple fabrics and infused with bio-based ingredients like Camomile and Vitamin C. Offering matching sets, period pants, loungewear and bodysuits, the label features classic silhouettes in a wide range of simple colorways.
