Close
Bag (0)
Your bag is empty
GIFTED BY
Underdays' Oria Mackenzie & Amelie Salas
June 2024
Co-founders of Underdays, Oria Mackenzie & Amelie Salas, talk breaking barriers as female founders, advice on launching a start-up and the exciting future of the game-changing underwear brand.
FROM FASHION TO FUNDAMENTALS, YOU STRIPPED IT RIGHT BACK WITH THE LAUNCH OF UNDERDAYS. TELL US THE STORY BEHIND THE BRAND.
We had our lightbulb moment for Underdays after we went to an underwear sample sale and left feeling utterly uninspired. We both thought, why are women still having to choose between uncomfortable, overly sexualised lingerie or beige, uninspiring basics?
That’s when we decided to found Underdays in December 2021, with the ambition of creating a progressive and aspirational underwear brand that speaks to the needs of a modern day customer. Our mission is to inspire women to invest in their underwear for the first time and to get a product that is as high- performing and good-looking as their skincare top shelf. Turning underwear into self-care for the first time.
All our underwear is designed in collaboration with a gynaecologist to cater to different life events, from long work days that require enhanced breathability, to going to the gym and saying goodbye to unwanted distractions like riding up and digging in.
UNDERDAYS-APPROVED PICKS
STARTING A BUSINESS IS NO SMALL FEAT. WHAT HAS BEEN THE MOST REWARDING AS WOMEN IN THE WORLD OF START–UPS?
As two female founders, the most rewarding aspect has definitely been to contribute to breaking barriers and overcoming the gender stereotypes that can exist in the world of start-ups, particularly the stereotype that exists around two young women starting an “underwear” business. There is definitely a sense of pride and accomplishment in helping pave the way for other women and hopefully influencing and encouraging them to pursue their entrepreneurial dreams.
AT THE GO-TO WE ARE ALL ABOUT GREAT GIFTS AND ADVICE IS SOMETIMES THE GREATEST GIFT, IF YOU COULD SHARE ONE THING WITH A FEMALE FOUNDER WHAT WOULD IT BE?
Before launching Underdays, we wanted everything to be perfect – the best packaging, a bullet proof marketing plan, and a loyal community waiting for us. Looking back now, what we realise is that for the pre-launch period rather spend your time building your MVP and then don't waste time getting it out there to test even if everything else is not perfect. What you will find is that so much of the direction and strategy changes within the first 6 months as you learn about your customer, your product and brand. Rather keep your setup costs lean until you have these learnings and then focus on scaling the business.
ANYTHING EXCITING IN THE PIPELINE FOR 2024?
Never a dull moment at Underdays! We are working on some exciting new products this year, building out our women’s essentials catalogue even further. You can expect some new underwear colours as part of our Everyday Collection, a new Workout collection after selling out multiple times and Festive gift sets. We will also release the softest, most stylish Pyjama set later this year, following the success of our Pyjama capsule collection last Festive season. Last but not least, we are taking our first steps into Retail this year, partnering with key boutiques and gyms across the UK so watch out for an Underdays stand near you!
