B'There 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.

By January ‘24, our first designs were ready. Minimalist and versatile, these pieces became the foundation for everything we do today. A few months later, a visit to the Canton Fair opened the door to new innovations—seamless construction and glue-bonded technology. This innovation completely changed how we thought about innerwear.

The eight months leading to our launch were marked by intensive R&D, factory visits, and rigorous testing to ensure quality and consistency at scale. During this period, we worked on understanding product-market fit, diving deep into consumer preferences and feedback. Countless iterations and trials helped us refine every element— from fabric blends to stitching techniques— to meet the highest standards.