January is usually about restriction and reset. We’re flipping that on its head, owning “reset season” with comfort, humour and honesty. The Great Brief Census takes a hilariously revealing look at the state of the nation’s briefs, to discover how women really feel about their underwear drawers.
“Underwear is the most honest thing a woman wears. The outside world gets trend and presentation - but the knicker drawer tells you the truth. We’re seeing women choose softness as a form of self-care, not performance. The full brief isn’t a trend - it’s a cultural correction.”
- Katie Lopes, Co-Founder
With the help of Carla Freeman, we took to the streets of London to uncover the truth about the nation’s underwear drawers.
76% of women crave comfort above all else.
Enter Stripe & Stare.
Turns out, the average drawer holds 19 pairs of briefs, yet three of them never get worn.
When underwear drawers are overflowing yet full of pairs that don’t get worn, the issue isn’t how many you own - it’s what they’re made of. With so many women holding onto tattered or torn knickers (often far longer than recommended), it’s time to reset with pieces designed to last. Stripe & Stare’s soft, breathable TENCEL™ fibers stay fresher for longer and feel better on your skin, so every pair earns its place at the front of the drawer.
67% of women would pick granny pants over thongs for life
and honestly? We get it. No digging, no adjusting, no quiet resentment by lunchtime. Just soft, breathable comfort that lets you get on with your day.
1 in 6 women go commando weekly.
We have theories.
The average underwear drawer has 19 pairs - but 3 are freeloaders.
Meet the Pairs You’ll Wear 300 Times, Not 3.
3 in 4 didn’t know you should replace your briefs every 6–12 months.
Underwear works hard - and it isn’t designed to last forever. Over time, fabrics lose their freshness, fit and feel, which is why choosing well-made basics really matters. Stripe & Stare briefs are crafted from breathable, cloud-soft TENCEL™ fibers that stay comfortable and fresher for longer.
It's the perfect time to get the relics out and cloud-soft briefs in.
Back to Basics is our answer to the state of the nation’s underwear drawers.
Our bestselling blacks, whites and nudes (with soft pinks, naturally), designed to be worn every day and crafted from clean, breathable TENCEL™ fibers that feel as good at 8am as they do at 8pm. Plus, new styles so good, you'll beg to get them straight out the wash.
