American label Everlane knows how to make the kind of product – be it a trouser, bag or shoe – that instantly generates that have-to-have-it hype waiting lists are made of.
Take their Modern Oxford brogues, which quickly garnered a 6500-person waitlist, or their Day heel, which broke that record last year with its own 15,000 waitlist barely a day after hitting the shelves. It helps, of course, that women like Angelina Jolie and Meghan Markle have both been spotted wearing the brand’s designs.
Now, Everlane has announced that it’s branching out into women’s underwear. Why enter an already crowded market? For them, it’s simple: “Underwear should be made for you,” their Instagram statement reads. “But for decades, it’s been designed with someone else in mind.” Hear, hear.
Their first underwear collection includes seven styles, marie claire US reports, including four different bottoms, a bra, a bodysuit and men’s boxer brief, all made from super-soft Supima cotton.
The tightly edited line has been two years in the making and is defined by a no-fuss, comfort-first aesthetic. Sure, we all like a flash of lace peeking beneath a summer slip dress and would never say no to silk satin, but when you’re looking for high-grade basics, we’d say this range has you covered.
It launches March 26 (Monday!); you can sign up to the waitlist here.
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