After a long, long, long wait, today we’re finally re-launching knickers and a women’s version of our original tee. More on the knickers story later.
Nearly five years ago we released our first sustainable, ethical T-shirt for the same price as a pint in London.
By relying on small margins and your help, we bust the myth that says, “It costs £30 to make a fully ethical T-shirt.”
Now the same is true if you've been looking for a new classic cut.
This T-shirt is fashioned from our premium heavyweight fabric, with a slightly shorter torso and slightly boxier look so every bit of that fabric feels like it’s working with your body.
THE NEW CLASSIC
How hard can it be to make a pair of knickers?
Back in 2022, we underestimated the task.
Knickers were one of the first things Yes Friends ever launched.
We did T-shirts. Then hoodies and sweatshirts. And then we went straight to underwear.
Bold move, Yes Friends. Bold move.
There’s a reason you haven’t seen our knickers since before Barbenheimer or when England almost beat Spain in the women’s football cup final.
It was like juggling three balls and then thinking the next step is to juggle seven.
To be fair we had a really good crack at it – and many of you loved our 2022 knickers. Hannah B. from South Africa called them “the comfiest pair of pants I own” – and Emma from the UK told everyone to “please buy, you won’t regret”.
They weren’t a masterpiece in everyone’s eyes though – and because we’re five-star review junkies, we discontinued the knickers until we could regroup and make them absolutely perfect for everyone.
We wanted knickers so cool and comfortable we could wear them to the Oscars.
Not that we were invited this year. And not that anyone would see our knickers anyhow, but we’d feel more confident sidling up to Emma Stone and casually asking why she couldn’t give us a happier ending to La La Land. And she’d probably be able to tell how flawless our underwear was if we did manage to sabotage our dress zipper just like that unfortunate incident a few Oscars back.
But a pair of knickers so perfect they could win over Emma Stone… turns out it’s a hard thing to do.
It’s taken years of trial and error. Sample after sample.
With some attempts, the elastic made the panty line too visible. With others, the cut wasn’t creating quite a comfortable enough fit.
We went back and forth on about 15 samples in the search for the right design. After a while, even our team in India suggested we stop searching.
Perhaps the holy grail of the perfect pair of knickers just couldn’t be found.
But we knew if we could perfect knickers just one time, we’d be able to stock it forever.
We think we’ve cracked it.
Ethical and affordable knickers are here to stay. Ready to wear daily with our new women’s T-shirts, or to get noticed by Emma Stone when you catch her on the red carpet.
FEEL FLAWLESS
