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Brief Published: 18 Dec 2020

Sustainable & Inclusive Lingerie Success Story


British direct-to-consumer lingerie brand Nudea has seen a sales uplift of 500% during lockdown. By adopting smart sustainable, inclusive and ‘fit-from-home’ strategies, it’s now well placed to tap into a burgeoning underwear market – forecast to be worth $325bn by 2025 (Edited, 2020).

The new sustainable mainline collection, with its “Buy Less, Care More” mantra, is made entirely from recycled fabrics. It also includes a Bra Care Kit, offering consumers tips and guidelines on how best to care for underwear and prolong its life cycle.

The brand is also a champion of inclusivity. The sustainable collection includes bras in 43 sizes, up to and including GG, while its bestselling Fit Tape allows for self-measurement at home. Not only is this approach Covid-safe, it also means they will no longer wear ill-fitting and uncomfortable underwear – which 80% of women do, according to the brand. In addition, the wide variety of ‘nude’ tones allows BIPOC consumers more options and accessibility in this notoriously white product category.

With the recent success of inclusive lingerie brands like Savage x Fenty, brands would be wise to prioritise their consumers’ needs in an inclusive and sustainable way. They should also view ‘basics’ categories such as underwear, loungewear and sleepwear as increasingly important product offers for consumers who are putting comfort first. 

For more on categories that have been winning consumers over during lockdown, see Top Activewear Trends and What the New Jewellery Consumer Wants. For the latest in sustainable fashion, see our most recent Sustainability Round-Up, as well as Sustainable Fashion: A How-To Guide. Also keep an eye out for our lingerie-focused report, coming in the new year.