Understatement Underwear

As we wrap up 2024, all we can feel is immense gratitude—for our incredible community & our dedicated team. It’s been a year filled with bold designs, exciting milestones & endless inspiration, & we owe it all to you. Underwear should be fun, liberating & unapologetic. Our goal? To empower every woman to be whoever she wants to be. This year, we made big strides, thanks to our community's support. We Listened, We Expanded, We Delivered This year, your requests inspired us to dream bigger & create better. The Comfort Zone, Redefined We launched soft microfiber underwear that’s all about elevating, empowering, & energizing your everyday. Comfort never felt so peachy, right? Indulgence: Our Tribute to Self-Care This fall, we introduced the Indulgence Collection—our first-ever lingerie collection. A daring & sensual exploration of self-care, crafted to elevate, liberate & empower. For All You Amazing Mamas Nursing moms, we had you covered (literally) with two amazing nursing bras. Because you—& your boobs—deserve easy breast access & ultimate comfort. Let It Flow Periods? No problem. We expanded our lab-tested Period Panties collection to help you say goodbye to disposables & hello to worry-free days. No strings attached (literally). The Colors You Love, the Products You Crave You’re fierce, & so are your faves! No wonder Fiery Red & Leopard have been absolute showstoppers since their debut—quickly climbing the ranks to become iconic must-haves in your wardrobe. This year also marked the launch of our balconette, now officially our bestselling bra! Bye-bye annoying underwires, padding & itchy tags—this buttery-soft bralette is designed to give you nothing but comfort & support, all day long. And just when you thought it couldn’t get better, we ended the year with a bang! Our dazzling capsule with designer Ashish brought you handmade mohair bralettes & sequins galore. Sparkle season? Officially mastered. ✨ Sustainability We worked hard to lower our environmental footprint this year: Our swimwear is now fully certified & made with ECONYL® recycled polyamide. All our mesh & lace now include at least 80% recycled fibers. It’s all about progress, & we’re so proud of these steps! Gratitude, Milestones, & More This year, we turned 7 years old, & OMG, what a journey it’s been. We’ve grown through challenges, worked diligently, & stayed true to what matters most: you. And yes, we did it—we hit our best year ever! Every single day, we get to wake up & work hard on something we believe in, knowing you believe in it too. Thank you for trusting us with your comfort, your style & your confidence. You inspire us to keep pushing boundaries, & we can’t wait to show you what 2025 has in store. From all of us at Understatement: Thank you for being part of this journey. Together, we’re making underwear liberating, unrestricted and comfortable. With love and gratitude, The Understatement Team ✨ Happy New Year, & see you in 2025! ✨

Empowered women empower women! Thank you Zelda Elisco for inspiring us with Strength Marks and together encouraging women to start 2025 with such a STRONG message! ✨

✨ Wishing you a Nothing Butt Perfect holiday! ❄️ xoxo Team Understatement

We’re thrilled to welcome Fanny Andrea Bjørndalen, our new Chief Commercial Officer, fresh from Babyshop and previously Chanel.   Andrea is a powerhouse of fresh ideas and expertise in commerce, plus she knows how to keep things fun and exciting. ✨   As we like to put it - the match is ‘nothing butt perfect!’

A year into our partnership with Anna Storåkers, Nicklas Storåkers and Yanno Capital and we’re going strong! Their investment supports us to empower and champion diversity and inclusivity within the underwear category. 💪

A little peek into the festive fabulousness from our office party last night ✨ 🪩

HYPEBEAST's HypeBae knows what's up! And here's a little insight from Ashish himself: “I was drawn to Understatement’s values and how they represent their community, and as underwear is not something I would typically work with in my fashion practice, it felt like a perfect partnership. I wanted to create something fun and sexy, combining cute text, unexpected colours, and clashing textures. I love all the different elements—it’s cheeky, so I hope people have fun with it.” Ashish Gupta https://lnkd.in/db5H_g2d

Understatement x Ashish Gupta, London’s alchemist of couture and culture. To celebrate the Festive Season, we collaborated with Ashish on a capsule collection combining vibrant colour, unexpected texture and unapologetic glamour as a fun response to traditional festive attire. https://lnkd.in/d83rk8uP

Have you made your Gift List? 🎁 Ask for what you want ladies! 👙 Vogue Scandinavia is here to help and we thoroughly agree with them! 🖤 https://lnkd.in/dpwy7Tad

Last night was an evening of Indulgence. We invited our favorite Stockholm ladies to join us for a journey through the sensorial spectrum! A dinning experience that aroused all the senses and performances that explored our sensuality as women, expressing ourselves on our own terms.