UNDERDAYS, the Los Angeles-based essentials label that has built a loyal following around gender-neutral underwear and loungewear, has launched its first bra collection — a significant expansion for a brand that has deliberately avoided traditional lingerie categories. The collection, called “Support System,” includes four silhouettes: a bralette, a plunge bra, a racerback, and a wire-free full-coverage style, all offered in the brand’s signature brushed microfiber in a palette of clay, slate, ivory, and black.
The collection launches online and at UNDERDAYS’s New York and Los Angeles stores on August 1. Given the brand’s history of rapid sellouts — its signature five-inch boxer brief regularly sells out within hours of restocking — the bras will likely face the same demand pressure. The question is whether UNDERDAYS can scale its production fast enough to meet a category that requires far more size and style variance than its existing product line.
Pricing is competitive with the DTC bra market: $48 for the bralette, $68 for the plunge and racerback, and $72 for the full-coverage style. The brand is leveraging its existing supply chain — the same Portuguese mills that produce its underwear — to maintain quality at a price point that undercuts luxury lingerie while offering a more considered aesthetic than mass-market options.
UNDERDAYS enters a bra market that is itself in flux. The post-pandemic shift toward comfort-driven dressing has permanently altered consumer expectations: underwire sales have declined for five consecutive quarters, while wire-free and bralette categories continue to grow. Legacy players like Victoria’s Secret have struggled to adapt, while direct-to-consumer challengers like ThirdLove and Lively have captured a meaningful share of the market. UNDERDAYS’s bet is that its existing customer base — millennials and Gen Z women who already buy the brand’s underwear — will trust it with a more technically demanding purchase.
The move into bras represents a technical challenge that UNDERDAYS has spent two years solving. The brand’s founders have emphasized that every style was fit-tested on a diverse range of bodies, with particular attention to creating adequate support without underwires or the rigid construction that defines traditional bra-making. The result is a collection that prioritizes comfort without sacrificing shape — a balance that the intimates industry has pursued with varying degrees of success.
