100 Disruptive Brands 2017

Disruptive Brands



Headquartered in Los Angeles, lifestyle underwear brand MeUndies was launched in 2011 by graduate Jonathan Shokrian with $400,000 (£311,000) of startup funds raised from friends, family and angel investors. His aim was to produce the world’s most comfortable and sustainable underwear that is quick and easy to buy online.

MeUndies also taps into the growing desire for responsible manufacturing. Products are made from a carbon-neutral process that converts sustainably harvested beechwood pulp into fibres, while capturing excess chemicals. They are manufactured in Los Angeles, Sri Lanka and Turkey.

MeUndies offers a subscription service too, which claims to save customers 33% a month. Consumers select their style, size and plan (‘classic’, ‘bold’ or ‘adventurous’) and receive their order automatically each month.

The company is on track to sell five million units in 2017. Subscribers are located in 37 countries worldwide and account for around 25% of MeUndies’ overall business, which grew by 188% year on year to October 2016.