Underdays
About Underdays
Underdays is a underwear brand founded around breathable, comfortable everyday undergarments, notably using TENCEL Lyocell/Moisture wicking fabrics to enhance comfort and sustainability.
Trend Decomposition
Trigger: Growing consumer demand for comfortable, toxin free intimates and sustainable fabrics driving brand innovations in breathable underwear.
Behavior change: Consumers prioritize fabric quality, breathability, and eco friendly materials when selecting everyday underwear.
Enabler: Availability of advanced plant based fibers (notably TENCEL Lyocell/modal) and direct to consumer brand models reducing price barriers and increasing transparency.
Constraint removed: Reduced friction in choosing comfortable, non toxic underwear due to clearer material benefits and better product storytelling.
PESTLE Analysis
Political: Increased emphasis on responsible sourcing and supply chain transparency in fashion and textiles.
Economic: Growing consumer willingness to pay premium for sustainable intimates; expansion of DTC brands lowers distribution costs.
Social: Shift toward wellness, body positivity, and minimalist, functional fashion; demand for comfortable apparel that performs in daily life and exercise.
Technological: Advances in fiber technology (TENCEL Lyocell/modal) and fabric engineering enable more breathable, durable underwear.
Legal: Increased certification and labeling standards for sustainable fibers and non toxic materials in textiles.
Environmental: Lower environmental footprint through sustainable fibers and closed loop processing in intimates.
Jobs to be done framework
What problem does this trend help solve?
Delivering everyday underwear that is breathable, comfortable, and environmentally responsible.What workaround existed before?
Consumers often accepted standard cotton blends or synthetic fabrics with tradeoffs in comfort or sustainability until newer breathable fibers and transparent sourcing emerged.What outcome matters most?
Comfort combined with sustainability at a reasonable price and durable performance.Consumer Trend canvas
Basic Need: Personal comfort and hygiene with ethical material choices.
Drivers of Change: Consumer demand for wellness focused, breathable fabrics; growth of vegan/sustainable brands; influencer and media coverage of comfortable intimates.
Emerging Consumer Needs: 24/7 comfort, invisible undergarments, and transparency about fiber origin and processing.
New Consumer Expectations: Expectation of soft, durable, plant based fabrics and clear sustainability claims.
Inspirations / Signals: Brand launches highlighting breathable fabrics; press coverage of comfort focused intimates; social proof from wellness and fashion outlets.
Innovations Emerging: TENCEL Lyocell/modal blends; improved dyeing, finishing, and gusset technologies for daily wear.
Companies to watch
- The Underdays - Breathable, comfortable underwear brand emphasizing plant based fibers and everyday wear.
- MeUndies - Direct to consumer underwear brand focusing on comfort and soft fabrics, including modal blends.
- Lively - Underwear and loungewear brand emphasizing comfort and inclusive sizing with modern fabrics.
- Pact - Sustainable basics brand offering organic cotton underwear with transparent sourcing.
- Boody Wear - Eco friendly basics brand using bamboo derived fibers for breathable underwear.
- Sunspel - Heritage brand expanding into breathable cotton/TENCEL based underwear and classics.
- Anekdot - Emerging brand focusing on comfortable, barely there underwear using advanced fibers.
- Dominic Albano Collection - Niche brand offering TENCEL based briefs and underwear collections.
- The Truth Beauty Company - Brand featuring TENCEL based intimates and mineral infused textiles.
- CUFT - Brand marketing 100% TENCEL™ underwear with emphasis on breathability and toxin free fabrics.