Understatement
Understatement is a Swedish underwear brand founded by Maria Lager and Marie Stolt. It makes wire-free, unpadded lingerie, loungewear and swimwear, mainly from recycled materials.
| Founders | Maria Lager, Marie Stolt |
|---|---|
| Country | Sweden |
| Production | Latvia, Estonia, Turkey |
| Signature | Wire-free, unpadded bras |
| Website | shopunderstatement.com |
What is Understatement?
Understatement, also known as Understatement Underwear, is a Swedish brand of lingerie, loungewear and swimwear. Its signature is comfort: bras with no underwires and no padding.
History
The company was founded in Sweden by Maria Lager and Marie Stolt, who started it without prior design experience and built it into a modern, digitally led brand.
Products and positioning
- Wire-free, unpadded bras and briefs
- Loungewear
- Swimwear
- A prosthetic bralette designed for breast cancer survivors
Collections are made mainly from recycled materials, including ocean plastic, and the brand works to reduce packaging. Production takes place in Europe and nearby, mainly in Latvia, Estonia and Turkey, at facilities led by women. The company also supports breast cancer research every year.
Distribution
Understatement sells primarily through its own online store and builds its community on Instagram.
Why it matters
Understatement is an example of the Scandinavian direct-to-consumer lingerie labels that have moved demand towards comfort-led, wire-free underwear made from recycled fibres.
Frequently asked questions
Who founded Understatement Underwear?
Understatement was founded in Sweden by Maria Lager and Marie Stolt.
Where is Understatement underwear made?
It is produced mainly in Latvia, Estonia and Turkey, at facilities led by women.