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These homegrown labels are reshaping the conversations around intimates and innerwear in India.

Looking for comfy innerwear? Check out these 8 homegrown labels

These brands are leading a change of mindset when it comes to innerwear in India

There is nothing as relieving as taking your bra off as soon as you’re home. But the idea that innerwear–which is something so intimate and an essential part of every person’s wardrobe–can be quite irritating, is frustrating, especially if you’re adjusting your bra all day or struggling to pull out a wedgie through your pants. But a new crop of homegrown brands in India are addressing these issues along with concerns surrounding sustainability, inclusivity and body positivity by putting out collections of intimates that are not only comfortable but also cool enough for you to just lounge around in all day. Check out our list of homegrown labels who are reshaping the conversations around intimates and innerwear in India.

Eazybee: For sustainable basicsIf sustainability is on your mind, then Eazybee’s collection of innerwear provides underwear made from Tencel™️ Lyocell, derived from sustainably-farmed eucalyptus trees. Not only do they use 80 per cent less water as compared to cotton, but the underwear is also free of pesticides and insecticides. Moreover, the brand’s packaging ensures zero-waste deliveries with a circular system where you can scan and schedule a return for the bag. Although available only in basic colours such as black, white, grey and blue, the brand’s innerwear is sure to make you feel like a sustainability superhero.Available at: Eazybee.com

Eazybee: For sustainable basics

If sustainability is on your mind, then Eazybee’s collection of innerwear provides underwear made from Tencel™️ Lyocell, derived from sustainably-farmed eucalyptus trees. Not only do they use 80 per cent less water as compared to cotton, but the underwear is also free of pesticides and insecticides. Moreover, the brand’s packaging ensures zero-waste deliveries with a circular system where you can scan and schedule a return for the bag. Although available only in basic colours such as black, white, grey and blue, the brand’s innerwear is sure to make you feel like a sustainability superhero.

Available at:Eazybee.com

Butt-Chique: For body tapes, pasties and shapewearIf there’s one homegrown label in India that is on par with Kim Kardashian’s SKIMS, then it is Butt-Chique, providing shapewear for every size, body type and skin tone. Their social media campaigns also focus on inclusivity and body positivity, with the available sizes ranging from S to 5X. Founded by Kamanshi Agarwal, Butt-Chique also provides the ultimate hack when you want to go braless, in the form of stick-on and sweat-proof body tapes and pasties, which are available in four different shades of Indian skin tones.Available at: Buttchique.com

Butt-Chique: For body tapes, pasties and shapewear

If there’s one homegrown label in India that is on par with Kim Kardashian’s SKIMS, then it is Butt-Chique, providing shapewear for every size, body type and skin tone. Their social media campaigns also focus on inclusivity and body positivity, with the available sizes ranging from S to 5X. Founded by Kamanshi Agarwal, Butt-Chique also provides the ultimate hack when you want to go braless, in the form of stick-on and sweat-proof body tapes and pasties, which are available in four different shades of Indian skin tones.

Available at:Buttchique.com

Inner Sense: For anti-odour underwear and anti-microbial braNeerja Lakhani and Abhishek Lodha’s mission is to get every Indian woman in a bra that’s healthy and comfortable. As India’s first ‘health-focused’ lingerie brand, Inner Sense’s lingerie are made using bamboo fibre, cotton and elastane, all of which are sourced organically.The use of bamboo fabric lends to its inherent properties of being anti-microbial, anti-odour and anti-static. The brand also provides comfortable nursing bras for new moms that come in a range of sizes and colours with an option of removable pads.Available at: Innersense.co.in

Inner Sense: For anti-odour underwear and anti-microbial bra

Neerja Lakhani and Abhishek Lodha’s mission is to get every Indian woman in a bra that’s healthy and comfortable. As India’s first ‘health-focused’ lingerie brand, Inner Sense’s lingerie are made using bamboo fibre, cotton and elastane, all of which are sourced organically.The use of bamboo fabric lends to its inherent properties of being anti-microbial, anti-odour and anti-static. The brand also provides comfortable nursing bras for new moms that come in a range of sizes and colours with an option of removable pads.

Available at: Innersense.co.in

The Underworld.co: For quirky printsSince underwear is one of the most essential items of clothing in our closets, it was the lack of creativity, design and run-of-the-mill prints that led Joyita Banerjee to build a brand that provided fun, printed underwear. From bold typography to ‘bun puns,’ Banerjee’s The Underworld.co provides wearable art (that sits on your bum) with comfort for both men and women. The brand has now expanded to loungewear with unisex T-shirts and vests, along with babywear with the ‘funsie onesie’ that are available in the brand’s trademark bold prints.Available at: Theunderworld.co

The Underworld.co: For quirky prints

Since underwear is one of the most essential items of clothing in our closets, it was the lack of creativity, design and run-of-the-mill prints that led Joyita Banerjee to build a brand that provided fun, printed underwear. From bold typography to ‘bun puns,’ Banerjee’s The Underworld.co provides wearable art (that sits on your bum) with comfort for both men and women. The brand has now expanded to loungewear with unisex T-shirts and vests, along with babywear with the ‘funsie onesie’ that are available in the brand’s trademark bold prints.

Available at:Theunderworld.co

Wear Equal: For upcycled innerwearAlthough founded in 2018, the idea of working towards a social initiative of promoting women’s health in rural India first occured to Preeta Chaudhuri Ghosal when she came across the fact that women in the rural areas don’t wear underwear, let alone take care of their menstrual hygiene. Made using upcycled manufacturing waste and certified organic raw materials, Wear Equal provides innerwear for women in basic as well as colourful prints, and is affordably priced , so as to make it accessible to the rural masses of India. The brand’s ‘adaptive undie’ has a special feature of snap buttons on the side which makes it easier to pull apart from one side when using the washroom or changing pads during your menstrual cycle.Available at: Wewearequal.com

Wear Equal: For upcycled innerwear

Although founded in 2018, the idea of working towards a social initiative of promoting women’s health in rural India first occured to Preeta Chaudhuri Ghosal when she came across the fact that women in the rural areas don’t wear underwear, let alone take care of their menstrual hygiene. Made using upcycled manufacturing waste and certified organic raw materials, Wear Equal provides innerwear for women in basic as well as colourful prints, and is affordably priced , so as to make it accessible to the rural masses of India. The brand’s ‘adaptive undie’ has a special feature of snap buttons on the side which makes it easier to pull apart from one side when using the washroom or changing pads during your menstrual cycle.

Available at:Wewearequal.com

Tailor & Circus: For unisex innerwearAlthough in theory an assistant director, a clean-tech engineer and a clothing manufacturer might not have much in common, that wasn’t the case for Abishek Elango, Gaurav Durasamy and Vasanth Sampath. The trio founded Tailor & Circus in 2016 as a mission to bridge the gap between quality and affordable innerwear for all body types. Inclusivity also forms a core idea for the company as their designs and prints are gender-neutral, without adhering to stereotypes of binaries. From printed bralettes to briefs and boy-shorts, Tailor & Circus provides a wide range of sustainable innerwear to suit your every mood.Available at: Tailorandcircus.com

Tailor & Circus: For unisex innerwear

Although in theory an assistant director, a clean-tech engineer and a clothing manufacturer might not have much in common, that wasn’t the case for Abishek Elango, Gaurav Durasamy and Vasanth Sampath. The trio founded Tailor & Circus in 2016 as a mission to bridge the gap between quality and affordable innerwear for all body types. Inclusivity also forms a core idea for the company as their designs and prints are gender-neutral, without adhering to stereotypes of binaries. From printed bralettes to briefs and boy-shorts, Tailor & Circus provides a wide range of sustainable innerwear to suit your every mood.

Available at:Tailorandcircus.com

Bummer: For twinning with your partnerTired of plain ’ol boring prints on your underwear? Bummer’s eclectic mix of prints and bright colours will make you flaunt them by not putting on any pants. Made from micro-modal fibres extracted from beechwood, Bummer’s lightweight innerwear each weighs less than 60 grams. What’s cool is that they provide matching pairs of underwear to twin with your partner in crime, making for a perfect gifting option too. For their community of consumers, they also have a Bummer Buddy programme which gives exclusive offers and discounts, apart from other incentives.Available at: Bummer.in

Bummer: For twinning with your partner

Tired of plain ’ol boring prints on your underwear? Bummer’s eclectic mix of prints and bright colours will make you flaunt them by not putting on any pants. Made from micro-modal fibres extracted from beechwood, Bummer’s lightweight innerwear each weighs less than 60 grams. What’s cool is that they provide matching pairs of underwear to twin with your partner in crime, making for a perfect gifting option too. For their community of consumers, they also have a Bummer Buddy programme which gives exclusive offers and discounts, apart from other incentives.

Available at:Bummer.in

Nkyd by Nykaa Fashion: For sari shapewearIf bulky petticoats are ruining the look and drape of your saris, then what you need is a sari shapewear (yes, sari shapewear is a thing and a blessing). Nykaa Fashion’s in-house lingerie brand Nkyd, which started out with intimates and activewear has now expanded to shapewear, particularly meant to wear under your saris. They are designed to focus on compressing the sides of your hips to give a flattering silhouette when the layers of the sari come on. The shapewear also comes with a side slide which makes it easier to move around.Available at: Nykaafashion.com

Nkyd by Nykaa Fashion: For sari shapewear

If bulky petticoats are ruining the look and drape of your saris, then what you need is a sari shapewear (yes, sari shapewear is a thing and a blessing). Nykaa Fashion’s in-house lingerie brand Nkyd, which started out with intimates and activewear has now expanded to shapewear, particularly meant to wear under your saris. They are designed to focus on compressing the sides of your hips to give a flattering silhouette when the layers of the sari come on. The shapewear also comes with a side slide which makes it easier to move around.

Available at:Nykaafashion.com

Also Read: Why is the lingerie market in India still fragmented?

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