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- Everlane is launching their first-ever underwear collection made from Supima cotton on March 26.
- Currently, the collection includes a thong, hipster, high-waist hipster, shelf bra ($22), bodysuit ($30), and a pair of men’s briefs ($16). Women’s underwear is $12 each, with three for $27.
- We have been testing the Everlane underwear for the last few weeks now and it has exceeded high expectations. It’s comfortable, breathable, good-looking, and will make you feel sexy without requiring you to feel uncomfortable.
- You can shop the women’s and men’s underwear collections here.
It seems to be that women’s underwear hasn’t actually been designed for women. If the powers-that-be had deigned to make cheap lace comfortable, then you might be able to convince me otherwise — but for a long time (much longer than my lifespan), women have had to adhere to someone else’s wish list for their bodies — even when shopping for their most basic garments. (Looking at you, Miracle Bra, and you, corsets).
It’s odd that despite the marketing of men’s underwear as comfort first, ie always “the most comfortable pair you’ll ever wear,” the same can’t be said for women. Comfort, for us, is often an add-on of sorts — ‘It’s XYZ (waist-defining, love-handle-erasing, sexy) — and, also, comfortable!” For most of our underwear options, comfort is an afterthought.
Why isn’t underwear for women comfortable? Why aren’t our garments made for us, when we’re the ones who wear them?
Thankfully, times are changing — and women’s underwear options with them. Indicators of proof include the heavy dips in stock at legacy “XYZ — and, also, comfortable!” stores like Victoria’s Secret (because consumers perceive them as “fake”), and skyrocketing sales at more body-positive and tone-attentive companies like Aerie (because consumers appreciate that they’re “real”). Need another indicator? Consider the splash that bra company Thirdlove made when they debuted comfort-first bras that come in half-sizes — acknowledging the unfortunate natural fact that women’s bodies have been too slow in evolving to an A, B, C sizing system.
As of today, you can add the hyper-popular e-commerce brand Everlane to that list. The company has been beloved since its 2010 debut and has widely been hailed as the startup responsible for base-lining the successful direct-to-consumer fashion model — creating modern basics at the most ethical factories and selling them at transparent prices minus any big retail markup.
Now, Everlane has turned its attention to tackling the most basic building block of your wardrobe — your underwear.
The company is doing this with the same characteristically insightful and no-nonsense design ethos as they have with the rest of their basics. They focused on the building blocks — investing in premium materials and the most classic of styles and colors — and made the sort of apropos, fashion-forward underwear that you didn’t know you were missing.
It took 40 prototypes, but Everlane’s underwear is exactly what you would wish for it to be: impossibly comfortable, beautiful, and (in the best way possible) easy to forget that you have on. Plus, they’re affordable at $12 a pair.
Kimberley Smith, Everlane’s Head of Apparel, told Business Insider that the startup set out to launch a collection that was “beautiful, natural, and comfortable” first and foremost. There were cheaply made basics on the market and ornate, overpriced lingerie, but not many options in between. After several trials (and 40 prototypes) the company settled on the lightweight, super soft, and durable Supima cotton for their fabric and loaded more of their budget into details like “really really nice elastic that doesn’t pinch.” Next, they labored over the perfect fit — and not just for the size 2 frame used for department store mannequins.
As Everlane’s Head of Creative, Alexandra Spunt, put it, it was very important that Everlane represent a range of natural shapes and sizes looking just as beautiful as they are in their first-ever underwear launch.
“For decades, the message from the industry has been: Underwear should make you look sexy. But sexy was defined by incredibly narrow, virtually unattainable terms (that usually involved a tiny waist and a pushup bra). Our message is very different. It’s about feeling comfortable in your underwear — and confident in your own skin.”
Everlane’s underwear will make you feel sexy, but it won’t require you to feel chafed, itchy, uncomfortable, or somehow inadequate as a prerequisite first. You can shop the thong, hipster, high-rise hipster, tank bra, bodysuit, and men’s briefs in heather grey, powder pink, white, and black.
If you’re new to Everlane and feeling a bit on the fence, it’s good to know that the brand’s ever-loyal fans don’t have a habit of second-guessing or buying in moderation. Their first-ever Day Heel launch caused a 28,000 person waiting list and their $65+ Japanese denim launch last year topped out at 40,000.
Hopefully our insight helps you decide, but you should know that, all in all, every woman on the Insider Picks team loved their Everlane underwear. The company consistently sets a high bar with its new products, and it has not come up short here for their first-ever underwear launch.
Shop the new Everlane underwear collection here, and scroll for our personal thoughts:
Mara Leighton, Insider Picks reporter:
I didn’t expect to like this underwear. At first, it looked like every other pair of classically colored cotton panties. They’re not ornate, there are no crazy cuts, and you won’t find any little bows or bits of lace — most of the things I would justify paying more for. In short, I thought: “what’s the big deal?” I attributed the hype to them being cotton underwear from Everlane rather than good-old Hanes.
I was wrong. This underwear is wonderful. The Supima cotton is impossibly comfortable and breathable, and that “really really nice elastic” is forgettable in the best way. I don’t have anything digging into me or any crazy cuts trying to reinvent my midsection with optical illusions. It — bizarrely — really is easier to feel confident and sexy in your own skin when you’re not buying underwear that tries to make you feel like you aren’t those things already. It’s comfortable and sexy because the material is comfortable, the fit is laid back, and you yourself are sexy.
I’m normally pretty strict about wearing the “right underwear” for the right pants — thank you thongs for eliminating panty lines — but the Hipsters were so comfortable that I would just throw on a longer shirt so I didn’t have to take them off. You know underwear is great when you’re redesigning outfits around it.
Ellen Hoffman, Insider Picks senior editor:
My first thought when I found out Everlane was launching an underwear collection was, “Yes, this makes so much sense!”
After trying the new Tank Bra and various underwear styles for myself, I’m calling this another slam dunk for the San Francisco-based startup. Women everywhere are going to be lining up (or more realistically signing up for online waiting lists) to get their hands on these new underwear staples.
The collection is affordable (the underwear styles are all $12, or you can buy three pairs for $27) and so comfortable you forget you’re even wearing underwear. All of the underwear styles also look and feel just as timeless and high quality of the rest of Everlane’s clothes. The High-Rise Hipster, in particular, is the piece I know I’m going to go back to the site to stock up on in every color. It hugs my body in all the right places, creating a surprisingly flattering fit for a full-coverage silhouette, and the fabric is super soft and thin with just the right amount of stretch.
Malarie Gokey, Insider Picks guides editor:
When I first pulled Everlane’s underwear out of its cozy cardboard box, I was skeptical. The fine cotton fabric with subtle elastic accents looked like a normal pair of Hanes underwear you’d buy in a 6-pack — not the kind of underwear you’d pay $12 a pair for. The difference came when I stepped into the underwear. The cotton is super soft and breathable, the elastic is gentle, and they do not ride up or dig in — ever. The Hipster is basically my ideal everyday underwear. It’s comfortable and I don’t have to adjust it. As for the Thong, I’m categorically opposed to them, and not even Everlane could change my mind.
I’m not exactly built for simple shelf bras. I have a narrow ribcage and a big cup size, so it’s virtually impossible to find a shelf bra that can give me the support and coverage I need. My cups either runneth over or the band and straps are so loose that there’s no support. I went with a medium in the tank bra because I thought the large would be loose. I was surprised by how well it fit, to be honest, but my cups were definitely overflowing. I would’ve liked about another two inches of fabric to properly reign the girls in. That said, Everlane’s Tank Bra is the sexiest shelf bra I’ve ever worn, and I loved the soft cotton fabric.
Connie Chen, Insider Picks reporter:
I own thongs from Target and Urban Outfitters, which have served me well: they’re cute, affordable, and mostly comfortable. Everlane’s Thong, however, is the first I can say is always comfortable and never bothersome or irritating. It’s lightweight and doesn’t pinch or squeeze my skin, and though it doesn’t come in fun prints or fabrics, I’m fully onboard with the trade-off. This is one piece of clothing you don’t want to and shouldn’t have to think about throughout the day.
I like the Hipster style for its full, secure coverage and how it hits perfectly at the hips, just as the name promises. Everlane does simple well, and in the underwear collection, there’s probably no better example of this than the basic Hipster. I wondered just how much one pair of this style could differ from the next, but in comparing Everlane’s to the rest of my underwear drawer, Everlane’s comes out on top for softness, just the right amount of stretch, and fit.
Shop the new Everlane underwear collection here, for women and men.
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