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Step One launches new innerwear line for women in Australia

Digitally-native apparel brand Step One Clothing has launched a women’s innerwear line in Australia and the UK.

With women making up over 40 per-cent of the brand’s customer base, the direct-to-consumer retailer opted to create a range especially for women, who were previously buying menswear for their own use.

Step One focuses on making high-quality, ethically produced, sustainable innerwear. 

The boxer-short style specifically tailored for women features organic bamboo fabric with a comfortable waistband that – along with no visible panty line – promises comfort and the ability to manage sweat. The Step One UltraGlyde panels promise to combat chafing for all-day wear. It is available in a range of colours and sizes to suit all body types. 

Step One founder and CEO Greg Taylor described the women’s line as a key part of the company’s growth strategy to develop complementary products.

After the initial launch in Australia and the UK, the range will be extended into the US later this year.

The women’s product is priced at the same level as the equivalent men’s items, with volume discounts applicable to larger cart sizes.

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