MeUndies Is The Underwear Brand Giving Calvin Klein A Run For Its Money
With the return of 90s underwear brand, Calvin Klein, a new era of social media supermodels including Gigi Hadid, Kendall Jenner, and Hailey Baldwin, the12th season of Keeping Up With The Kardashians, and the death of shiny lipstick, 2016 feels confusing. Do millennials want to hold onto past trends or discover new ones? That’s the million dollar question — one that underwear startup MeUndies isn’t too worried about answering.
“We’re out here just being ourselves,” said Greg Fass, Partnerships, PR, and Influencer Marketing Lead. So how does a company that designs, manufactures, and sells undies online embrace such a punk rock attitude? With a little help from celebrities, civilians, a good marketing team, and Los Angeles.
If something feels entertaining to the MeUndies team, they won’t hesitate to do it, and without any fear of how people might perceive them. In fact, the brand just wants customers to do what feels good for them. And MeUndies happen to feel good (on the bum).
“The only way to advertise is by not focusing on the product,” Calvin Klein once said. And if anyone is doing that more than Calvin Klein is today, it’s MeUndies. By creating a quality product, MeUndies has one goal, and that’s to sell the experience.
With Calvin Klein’s campaigns, you’re looking at Kendall Jenner and Justin Bieber, but with MeUndies’ campaigns, you’re looking at real people, and feeling the same magic. Much like when American Apparel was cool, MeUndies is taking influencers, college students, and everyone in between, and featuring them on social media or in ads. A brand built for the internet (the people), MeUndies picks and chooses its talent straight from the world wide web. People want to see photos of people in their underwear. And apparently, people want to show off their underwear.
The brand’s recent collaboration with iconic artist Keith Haring is a good example of this. MeUndies often works with artists to release limited edition prints with their underwear. February’s “Design of the Month” partnership with Keith Haring’s foundation, using his classic “Haring Heart,” gave customers a wonderful way to say I love you. And fans responded so well, they couldn’t help but post about it.
A photo posted by MeUndies (@meundies) on
MeUndies is located in Los Angeles, where celebs roam free, often in MeUndies. Whether it’s Kylie Jenner posting an Instagram or Gigi Hadid getting snapped on the streets, it’s important to note when celebrities are getting paid to endorse a brand versus when they just like it.
A photo posted by King Kylie (@kyliejenner) on
Risk takers make up all of the MeUndies office. From owners to interns, nobody has their own private office — they operate with a totally open floor plan, one that includes a gym — and everybody has an unlimited vacation policy (swoon). The brand’s leaders encourage their 56 employees to leave something better than they found it, and their employees believe in the product so much that they actually do it.
Face-to-face customer support is a huge pillar for the MeUndies business plan. It’s an intimate conversation to be having with a customer, but it’s one that MeUndies makes fun of, sometimes by responding to people’s concerns using GIFS.
MeUndies just wants to do underwear really well. Their luxury fabric offers a silky feeling and is so comfortable to wear, you can barely feel it on your skin. Starting at $16 for a pair of Meundies, women are choosing these panties over some other household names like the $26 pairs from Calvin Klein or Cosabella. Why? Because MeUndies are the opposite of traditionally sexy, and right now, women hate being labeled as “traditional.”