Our Story

We started with a simple idea

Why does innerwear have to come with compromises?

Either it’s uncomfortable, overpriced, or doesn’t feel good to wear. We believed there was a better way—a way to create innerwear that fits into your life without making you choose between quality, comfort, and affordability.

2023

It all began in 2023 with deep research in China, where we uncovered the gaps in the market that many brands were ignoring. From poor-quality fabrics to designs that didn’t prioritise real people’s needs, we saw an opportunity to change the game. By September, we started exploring materials and suppliers who could help us bring our vision to life—a vision rooted in creating premium, comfortable innerwear that doesn’t break the bank.

January 2024

By January 2024, our first prototypes were ready. Minimalist and adaptive, these designs were built with purpose, setting the foundation for the products you see today. But we weren’t done. In May 2024, our visit to the Canton Fair in China opened the door to breakthrough innovations. We discovered game-changing materials like seamless fabrics and moisture-wicking technology that redefined what our innerwear could do.

June - October 2024

Back in India, by June 2024, we fine-tuned our designs to match the needs of the Indian consumer. Think seamless stitching for ultimate comfort and fabrics that breathe with you, even on the busiest days. By October, after rigorous testing and invaluable feedback from focus groups, we knew we had something special.

January 2025

In January 2025, B'There officially launched with one goal: to make high-quality innerwear that feels effortless. 

At B'There, every stitch, every fabric, and every detail is chosen with care. We believe innerwear should feel like it’s barely there, moving with you through whatever your day brings. Our products aren’t just functional—they’re empowering. They make life easier, one small but meaningful step at a time.

We also know that comfort isn’t just physical—it’s about confidence. That’s why our designs are created for real people, celebrating diverse body types and offering inclusive fits that flatter and support. Whether it’s seamless finishes or breathable fabrics, we obsess over the little things so you don’t have to.

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But this isn’t just about products. B'There is about connection. We listen, we learn, and we design with you in mind. From transparency in our processes to building a community around shared values, everything we do is guided by trust and authenticity

Looking ahead, we’re not stopping here. The future of B'There is about innovation and accessibility. We’re working on expanding our product offerings to include more styles and solutions for every lifestyle. Sustainability is at the heart of our vision—we’re committed to exploring eco-friendly materials and practices to reduce our impact on the planet. And with technology, we aim to create smarter designs that push the boundaries of comfort and functionality.

B'There isn’t about following trends—it’s about creating timeless essentials that support you, day in and day out. We’re here to make innerwear that works as hard as you do and feels good doing it

Welcome to B'There: innerwear that fits your life, your body, and your world. 

Comfort That Never Goes Unnoticed—Confidence You’ll Always Feel.