Pip Durell, founder of With Nothing Underneath, recognized the lack of well-cut, reasonably priced button-down shirts and decided to create her own. The brand's classic and boyfriend shirts, made in Portugal and Turkey with natural fabrics, have gained a cult following for their quality and affordability. With Nothing Underneath is expanding into other categories, including trousers, a blazer, and accessories, while maintaining its commitment to quality and ethical production.
When Pip Durell was working as a stylist at British Vogue, she often struggled to find a good button-down at a reasonable price. “There wasn’t this middle ground of £100 shirting that was well cut and in a beautiful material,” she says. “When it came to my own style, I wasn’t really interested in what was in and what was out – I was only interested in wearing jeans and a masculine shirt.” So she decided to make her own.
Customers often make repeat purchases and only 17 per cent of items are returned, compared to the industry average of about 30 per cent. “There’s a lot of crap out there and people are sick of it,” says Durell. “Just because someone can’t afford designer – myself included – doesn’t mean they don’t want quality clothing.” The brand is now expanding into other categories.
Fashion Clothing Sustainability Ethical Production Brand Expansion
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With Nothing Underneath: The Female-Founded Brand Taking Over the Shirt MarketPip Durell founded With Nothing Underneath after struggling to find quality, affordable shirts. The brand now offers a range of classic and boyfriend styles, known for their crisp fit and sustainable practices. With a focus on quality and customer satisfaction, With Nothing Underneath is expanding into new categories, including a recent blazer launch.
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