Digitally native, vertically integrated apparel brand MeUndies recently launched a line of performance underwear in response to customer demand, says Jeremy Lowenstein, chief marketing officer at MeUndies.
The new product line, called Breathe, is made of a lighter fabric than its typical products and is a “mesh-like quality” that allows for more mobility, breathability and stretchiness, Lowenstein says. In addition, the underwear has anti-odor properties, is moisture-wicking and quick-drying. To help the garment stay in place during exercise, the waistband is a little wider than the brand’s other underwear and has a bonded leg, meaning the fabric grips around the thigh, Lowenstein says.
MeUndies’ Breathe products are made for exercising and movement.
MeUndies had this product line in the works for about a year before launching it in April 2021. It decided to launch an athleisure-type undergarment after listening to shoppers via its social media channels and emails. Consumers have mentioned they want more products they can wear while working out or a product that is more gripping. The retailer also surveys its customers regarding their interest in buying certain products, which helps inform the types of products MeUndies decides to launch.
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