Today we’d like to introduce you to Katie Fritts.
Hi Katie, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I started Underclub realizing I had decade-old underwear and no alternatives for brands I felt inspired or empowered by. I grew up when Victoria’s Secret was in its heyday, but after heading off to college and then into an all-consuming career in Investment Banking, underwear shopping fell off my radar. I thought my desire to find beautiful styles from quality brands that fit my evolving size and style preferences should be easily attained but finding new intimates brands that ticked all these boxes felt overwhelming and time-consuming. So, I ended up not buying anything – for over ten years!
I went back to grad school with the goal of one day starting my own company and soon realized this personal pain point was a massive opportunity. After sending an email to girlfriends asking for their feedback on underwear shopping, I found I was far from the only underwear hoarder who felt alienated by brands marketing either oversexualized or ultrabasic options. And beyond the underwear itself, I saw the need for normalizing real women and real bodies – I wanted to create a brand that inspired women to love themselves exactly as they are today.
Seeing the opportunity to create a new line of products the market was lacking and also to build a company that empowers and celebrates women led to the founding of Underclub – the designer underwear subscription service that makes it all about U. We work with sought after female-founded brands and artists to design thoughtful, beautiful, high-quality intimates for everyday wear. Underclub turns the pain-in-the-butt chore of shopping for underwear into a monthly treat.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
My mission to build Underclub into the premier destination for designer underwear and intimates will always be a wild ride. The first several years of Underclub, I was a one woman show – from creating our social media posts and emails to packaging up every delivery. My biggest challenge was scaling Underclub as a bootstrapped company – the limited funding to invest in marketing initiatives and product launches has inspired the highest amount of creativity and gratitude as we grow. Everything we’ve been able to do and test has been because customers trust and support us, which means the world to me.
As you know, we’re big fans of Underclub. For our readers who might not be as familiar what can you tell them about the brand?
At Underclub, we believe in building communities that inspire, support and empower. Underthings are your foundation, the most intimate item you wear, and an avenue to self-expression and self-love. We turn the chore of underwear shopping into a monthly self-love moment with intimates curated just for you.
Each month we launch new Underclub collections of bralettes, underwear, and sleepwear in collaboration with female-founded designers to celebrate the beauty and diversity of everybody. It’s important to us that when someone is shopping, they can see themselves represented and celebrated in a brand.
We cater to sizes XS-4XL and work with fair trade, ethical, female-founded brands to deliver the highest quality design and fit. Our most popular program is our Underclub Underwear and Bralette Subscription Service – members take a Style Quiz, and then every month our team of underwear experts curates new styles to introduce members to their next favorite pieces.
What matters most to you?
Building a brand that makes a difference. At Underclub, our mission motivates women to take up space, feel empowered and confident. While underwear may seem like a small component of your life, I believe happiness comes from the culmination of the many small things in our lives: your morning coffee routine, catching up with a friend, putting on beautiful underwear every morning. When you build up these small routines of self-love and gratitude, you show up as your best self to support and inspire others – that’s the energy I want to put out in the world.
Pricing:
- Underclub Bralette Set Subscription | $45 / month
- Underclub Underwear Luxe Subscription (2 pairs) | $35 / month
- Underclub Underwear Luxe Subscription (1 pairs) | $21 / month
Contact Info:
- Email: hello@underclub.com
- Website: https://www.underclub.com
- Instagram: https://www.instagram.com/underclubco/
