JustWears

JustWears is a British direct-to-consumer brand founded in 2017 and based in London.

The company specializes in comfortable, sustainable, and high-performance underwear and basics for both men and women. Co-founders Yang Liu and Alex Walsh aimed to improve the underwear experience by offering well-fitting and innovative designs. JustWears is B Corp certified, reflecting its commitment to environmental and social standards. The brand's core products include men's underwear featuring a patented double-pouch design for comfort, as well as women's basics like knickers and soft bras. JustWears uses MicroModal Air fabric, which is known for being exceptionally soft, breathable, and biodegradable. The company operates primarily through its online store, offering a loyalty program called "Pouch Points" to encourage repeat purchases. JustWears targets environmentally conscious consumers across the UK, Europe, and the US, and has gained significant traction through successful crowdfunding and media appearances.