Everlane to launch an underwear line designed with women's comfort in mind
Everlane is launching an underwear line, starting with a bra, a bodysuit, four bottoms and a pair of men's boxer briefs that will be available on the brand's site (which currently delivers to North America, Hong Kong and Australia) from March 26. With this initial collection, the American label, which opened its first 186-square-meter brick-and-mortar location in New York last December, takes its first steps into the underwear market.
The new collection, made from Supima cotton and available in pale pink, white, black and grey, has been designed with comfort and simplicity in mind. "No frills. No bows. No bullshit.", the company stated in a release signed "the Women of Everlane", which explained that it's time for women to love their underwear and claimed that the new line promotes confidence and comfort.
The collection, modeled by, among others, Girls actress Jemima Kirke, took two years and 40 different prototypes to perfect. According to the site Instyle, Everlane, which aims to be as transparent as possible about its production methods (an entire tab of the brand's site is dedicated to its factories), collaborated with Sri Lankan apparel manufacturer MAS Holdings to make the pieces. MAS is one of the most progressive factory groups in the region, paying twice the national minimum wage to its workers and offering an employee education program.
The brand is further driving home the philosophy behind its new underwear line with an inclusive campaign video. The clip puts women of different body types in the spotlight, shows visible stretch marks and features minimal retouching, echoing the brand's categorical statement: "times are changing—and so should our underwear."
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