Nudea

Nudea is a direct-to-consumer online underwear brand that was founded in 2018 and launched in October 2019. The brand is focused on modernizing the bra purchasing process by reshaping the bra fitting experience from measurement to product. Nudea's mission is to provide bras and knickers that are engineered to fit well and look great across all sizes. The brand was created in response to the fact that a significant percentage of British women are wearing the wrong bra size. To address this issue, Nudea developed its own bespoke fitting tools, including the Nudea Fit Tape, which allows customers to measure themselves accurately and comfortably at home.

The name Nudea is derived from the Latin words "Nu" and "Dea," which translate to "New Goddess." This reflects the brand's vision of making every woman feel like a better version of herself, regardless of size or shape. Nudea's founder, Priya Downes, started the company out of her own frustrations with the available options in the bra market. She sought to create a brand that offers good-fitting, comfortable bras that are neither basic nor overly fussy, and that can be delivered conveniently online.

Nudea strives to fill a gap in the UK retail market by offering products that lie between a comfortable bra and a beautiful piece of lingerie. The brand aims to make women fall in love with underwear shopping, a task that is often seen as inconvenient and intimidating. By empowering women with the tools and education to find their correct bra size, Nudea is working towards improving fit and comfort for bra wearers.

In addition to its focus on fit, Nudea is also committed to sustainability. The brand blends natural and recycled materials to deliver comfortable and eco-conscious designs. In February 2024, Nudea launched its first Organic Cotton Underwear Collection, which is crafted from OEKO-TEX certified ribbed organic cotton. The collection includes a variety of products such as bralettes, vests, and the brand's first bodysuit, all designed with comfort and wearability in mind.

Overall, Nudea is a brand that stands for comfort, fit, and sustainability. It is driven by a desire to improve the underwear shopping experience and to make every woman feel confident and comfortable in her own skin.