Direct-to-Consumer Underwear Trends


  • Determine product trends from newly-launched direct-to-consumers (D2C) underwear and lounge wear brands. The information will be used to evaluate a potential investment plan in this sector.

Early Findings

Direct-to-Consumer Underwear Trends

Proposed next steps:

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Our initial research provided product trends that are manifested by a newly-launched underwear brand. However, most of the recently established underwear brands that are making waves (True and Co. TomboyX, Everlane, and others) were founded more than five years ago. Given that there are available resources on this, we propose continuing with the research to provide 4-6 case studies of newly-launched underwear brands. We will dig some more to find the brands that were launched five years ago. We will extend to the brands that were founded from 5 to 10 years ago if the details are more compelling. For each case study, we will provide details on what the brands are doing, what are they selling more of/or less, what new products are the brands rolling out over the last two years, and how they are evolving.
We also recommend undertaking additional research to provide 2-3 trends in the underwear or loungewear industry. For each trend, we will indicate what the trend is, why it is a trend, and provide examples of companies that are manifesting this trend.