LONDON — Ever wish you could pick up a pair of underwear during an emergency run to your local corner shop?
Until Dec. 22, Underdays, the underwear brand, has done exactly that with a New York City bodega-inspired pop-up at Selfridges.
“We always like to say that underwear is an essential product, so we wanted to play on that everyday essentials concept,” said Oria Mackenzie, the brand’s cofounder.
“[The space is a] tongue-in-cheek play on everyday essentials, putting underwear next to cleaning sprays, toilet paper, butter and eggs,” she added.
Visitors have the opportunity to win a gift from the brand.
Founded in 2021 by Mackenzie and Amelie Salas, who met while working together at Farfetch, Underdays has gained a following particularly with young Millennials within the British market.
Using stark, Yves Klein Blue as its signature color and creating a stylized U-shaped monogram, Salas said the label’s recognizable branding has translated to growth on social media.
“It’s what’s also allowed us to grow our social media channels very quickly, and really create an aspirational effect,” she said.
The brand’s focus on promoting female health through its usage of MicroModal fabric and longer gussets has also been a key marketing point.
The pop-up also allows customers to help themselves to candy, coated in the brand’s signature blue.
“Micromodal is an antimicrobial natural fabric, so it wicks away moisture. I think the big benefit of the fabric is it really keeps you fresh for a long period of time, while still being incredibly soft,” whereas “cotton retains moisture instead of wicking it away,” Mackenzie contended.
Marking the brand’s first retail partnership, customers will be able to shop the brand’s newly launched seamless and pajama collections in addition to its rollover lines.
Prices range from $18 for a pair of seamless underwear to $149 for a pajama set.