With Nothing Underneath

With Nothing Underneath is a British direct-to-consumer womenswear brand founded in 2017 by former fashion editor Pip Durell. It began with women's shirts and now sells a broader ready-to-wear range online and in its own stores.

What is With Nothing Underneath?

With Nothing Underneath is a UK womenswear brand founded in 2017 by Pip Durell, its founder and creative director. Before launching it, Durell worked in fashion journalism, including as jewellery editor at Tatler and at Vogue.

History

Durell saw a gap in the market for well-made, well-priced women's shirts, noting that men were well served in this category while women had fewer good options. The business started with Durell working alone from her flat, offering a small range of shirts. The brand was later named in the Sunday Times list of the UK's fastest-growing companies.

Products and positioning

Shirts remain the core of the offer, with styles typically priced at around 130 to 150 pounds. Largely in response to customer demand, the brand has expanded into a full ready-to-wear wardrobe.

• Shirts in cotton, linen and other fabrics
• T-shirts, knitwear and tailored trousers
• Blazers and outerwear
• Accessories

Distribution

The company sells directly to consumers through its website and a growing number of its own stores in London, with plans for locations outside the capital.

Why it matters

With Nothing Underneath is an example of a digitally native British brand that grew from a single hero product into a full ready-to-wear label while keeping control of its distribution.

Frequently asked questions

Who founded With Nothing Underneath?

With Nothing Underneath was founded in 2017 by Pip Durell, a former fashion editor.

What does With Nothing Underneath sell?

It started with women's shirts and now sells ready-to-wear including T-shirts, trousers, blazers, knitwear and outerwear.

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