The Negative Underwear
Founded in 2014, Negative Underwear is a female-founded and operated intimates brand built on a simple philosophy: make complicated things uncomplicated. Every piece is designed, fit-tested, and wear-tested from a woman’s perspective, with a focus on comfort, confidence, and everyday functionality. By sourcing premium fabrics from Europe’s most respected lingerie mills and stripping away unnecessary embellishments, Negative creates timeless essentials that feel as good as they look. The brand’s minimalist approach emphasizes quality, fit, and function—allowing women to feel confident in their own skin without frills or fluff.
Where they started.
As Negative Underwear expanded its collections and customer base, its digital presence needed to more clearly reflect the brand’s core values of simplicity, restraint, and luxury comfort. While the product resonated strongly with customers, the website needed to do a better job of communicating the brand’s point of view and guiding shoppers through collections without distraction. With a visually refined brand and a growing e-commerce operation, the existing site required a clearer structure, more intentional storytelling, and a user experience that mirrored Negative’s “less, but better” philosophy. Recognizing that trust, clarity, and ease are essential in the intimates space, Negative identified the need for a comprehensive website redesign.
The fix.
The website redesign centered on creating a clean, modern digital experience that reflects Negative Underwear’s approach to design. Layouts were simplified, navigation refined, and product presentation elevated to let fit, fabric, and form take the spotlight. By emphasizing white space, thoughtful typography, and editorial storytelling, the redesigned site makes browsing feel effortless and intentional. The result is a cohesive, scalable platform that reinforces Negative Underwear’s identity as a modern intimates brand—one that prioritizes comfort, quality, and confidence above all else.
Spot the difference.
- Clearer communication of Negative Underwear’s minimalist philosophy and values
- Unified global branding
- Improved UX for target buyers
- Easier content management
- Enhanced lead tracking via HubSpot
- Integrated content from acquired brands
- Better support for gated assets
More work.
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