Episode 24 / Rebranding Your Underwear Drawer
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Underwear is a necessity, but that doesn't mean it can't be fun and super comfortable. In 2011, with the rise of direct-to-consumer brands like Everlane and Warby Parker, Jonathan Shokrian started MeUndies as a solution to buying fun underwear online. Now, six years later, they're anticipated to sell 4-5 million pairs of underwear this year. 

As they scale, change and flexibility are pivotal to keeping the brand fresh and their customer base engaged. Their home page changes a few times each month and they design new packaging for each season. It's all an effort to build a community and they're pushing their mission even further with a brand new rebrand. 

On this episode, Jonathan talks about his early incubator days working alongside the founders of Dollar Shave Club and Dog Vacay, company culture, shifting to a more mission-based platform, and not taking things too seriously.

Logo before/after:

 Rebranding Your Underwear Drawer

New branding launch video:

You can follow Jonathan on Twitter and follow MeUndies on Twitter and Instagram.  


Mentioned on the episode:


Header image via Stereo Champions


You can find this and all future episodes on iTunesGoogle Play, and here on the Lumi blog. This episode was edited by Evan Goodchild.

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