Drapers picks the brands that are bring something different to the world of lingerie and men’s underwear.
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Dutch brand Love Stories takes a modern, quirky, casual approach to lingerie: delicate designs and eclectic patterns adorn a selection of separates that are designed to be mixed and matched. Founded by Marloes Hoedeman in 2013, key shapes include triangle bralettes, boxer shorts and slips. It also sells luxurious swimwear and pyjamas, all in its playfully romantic style. Love Stories opened its first store in Amsterdam in 2014, and in 2016 made its UK debut on east London’s Redchurch Street.
Retail prices range from £15.69 for a lace thong to £229.38 for a sheer nightie.
London-based lingerie brand Edge O’Beyond was founded in 2013 by London College of Fashion graduate Naomi De Haan, based on a desire to fuse lingerie designs with fine jewellery. The result is a collection of elegant, feminine designs that feature body chains in precious metals that can be attached in a variety of ways. Cut-outs and ribbon straps are signature elements of the soft lace designs. The brand sells online and is stocked by Wolf & Badger in the UK. International stockists include Dollhouse in Paris.
Wholesale prices range from £16 for a thong to £98 for a suspender belt.
Designed as an antidote to typical men’s underwear, CDLP creates simple, masculine designs that steer away from the bold patterns and prominent logos dominating the market. The signature boxer short has a tailored style, fitted seams and discreet waistband detailing. The brand focuses on high-quality sustainable fabric, using 100% biodegradable lyocell fabric for the products handmade in Portugal.
Wholesale prices range from £12 for the boxer trunk to £15 for the boxer short.
Violet & Wren
Inspired by bold botanical prints, luxury lingerie and nightwear brand Violet & Wren creates ethereal, elegant, feminine designs featuring floral prints and lace detailing. Slouchy camis, sporty boxer shorts and mannish pyjamas tone down hyper-feminine florals, and sports-inspired shapes create a modern, coolly sophisticated collection. Founded in 2015 by Helen Pollington and Louise Barnard, the brand’s stockists include Fenwick, Anthropologie USA, Revolve and Full Disclosure.
Wholesale prices range from £18 for kinckers to £140 for a maxi-robe.
Set to launch in September 2017, Lara Intimates is aiming to build a sustainable, British-based business that empowers women through their underwear. Each item will be made with reclaimed fabrics and garments are made to order from the brand’s London factory. As well as a emphasis on sustainability, the brand focuses on superior fit – the Find My Size tool on its website functions to help women to choose the best-fitting sizes. A Kickstarter campaign has completed for initial orders, and production is set to begin in July.
Retail prices start at £65 for an underwear set.
High-quality, sustainable classics are at the heart of Scandinavian brand Woron’s philosophy. The garments range from bras to bodysuits and are made from Lenzing Modal, a fine, smooth fibre created from the pulp of sustainably sourced beechwood. Part of the “slow fashion” movement, the brand was set up by Copenhagen-based sisters Anya and Arina Woron, who have worked of Gestuz and Preen by Thornton Bregazzi. Designs are sleek, minimalist and feminine in simple cuts and have pared-back detailing that is nevertheless elegant.
Wholesale prices range from €22 (£19.23) for bottoms to €73 (£63.80) for a long-sleeved bodysuit.
Loveday London specialises in leather and lace. The boudoir-style designs sit at a luxury price point. Since the brand was founded in 2014, it has expanded from lingerie to homewares such as candles and cushions. It also offers loungewear in sheer lace fabrics and daring, feminine styles. A core feature of the designs is the adjustable back straps that allow for a more precise and tailored fit.
Wholesale prices range from £15 to £300
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