LONDON — Underwear for each day of the week.
Underdays and Roxanne First have come together for a whimsical collaboration to celebrate the festive season with embroidered underwear featuring days of the week from Monday through to Sunday.
The styles are available in briefs and thongs limited to 50 sets using motifs from First’s quirky jewelry such as a lighting bolt, a cherry, a star, a cloud and cherries, which have been hand-embroidered by specialist Susie Cowie.
The collection is available to purchase on the Underdays and Roxanne First website, as well as First’s store on 97 Walton Street.
“I have always been a fan of Underdays, a brand created by seriously impressive founders creating a product that I love. Both our brands create pieces that are made to be worn everyday and I am totally obsessed with the outcome. We have you covered everyday of the week” First said.
Until Dec. 22, Underdays has opened a New York City bodega-inspired pop-up at Selfridges, marking the brand’s first retail partnership, where 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.
In September, First opened her flagship store, a stone’s throw from Harrods, where she started her career on the marketing team.