UK's sustainable underwear brand Nudea turns 2, re-launches Blush Pink

Priya Downes, Nudea’s CEO, said: “We’ve certainly come a long way in two momentous years since launch in September 2019, there’s never been a more exciting and challenging time to be in an early-stage start-up particularly in retail. The pandemic has served as a tailwind for us to grow even faster than we could have predicted, given our value proposition of self-fitting, simple online purchasing and hassle-free returns. We have also seen that COVID-19 has accelerated digital change in the shopping space by 3 to 4 years in the space of a just few months.”

Nudea has strengthened its ‘CareMore’ commitment by becoming a carbon-neutral company. Its commitment to sustainability already includes the brand’s easy-to-use fitting tools to deliver on fit for conscious, responsible shopping, signature recycled fabric and yarns, a thoughtfully designed selection of styles made in partnership with responsible suppliers who pay fair living wages, produced in a GOTS and SLCP fully-certified factory in Portugal and all delivered in recycled and recyclable packaging, the company said in a media release.

Originally launched as direct-to-consumer and online only, the brand has recently started a wholesale programme and is now sold via John Lewis, The Pantry Underwear and Atterley as well as on sustainable online marketplace Shop Like You Give A Damn with other independent stockists due to be announced shortly.

Launching as a brand with a vision to disrupt bra shopping by bringing the whole process – from measurement to try on – to people’s homes, Nudea was already well-placed for growth when the pandemic hit. Business growth was exponential during the 2020-2021 lockdowns due to the core mission being on the pulse to what women needed at that time – a way to safely get fitted at home and also purchase a product that genuinely serviced the need for comfort in the new work for home culture.

Sales of Nudea’s Fit Tape increased by 500 per cent since March 2020 and a total of 15,000 women have been fitted using Nudea’s range of fitting tools. Following the start of lockdown, the brand launched a free virtual fitting and added reusable face masks to the range, the release said.

Fibre2Fashion News Desk (KD)