With Nothing Underneath
With Nothing Underneath is a London-based luxury womenswear brand founded in 2017, designing premium shirts and expanding into blazers and knitwear for affluent women seeking timeless wardrobe essentials, sold direct-to-consumer online and through UK retail.
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What With Nothing Underneath does
With Nothing Underneath (WNU) is a London-based luxury womenswear brand founded in 2017 by Pip Durell, a former Vogue and Tatler stylist, with £7,000 of starting capital. The company designs, produces, and sells premium women's shirts marketed as "shirts to live in," and has begun expanding into adjacent wardrobe categories including blazers and knitwear. WNU's product positioning targets affluent women seeking timeless, classic wardrobe essentials rather than trend-driven fast fashion, and the brand has cultivated organic celebrity and royal endorsements — including from Kate Middleton and Meghan Markle — that anchor its luxury status-symbol positioning.
The business operates a direct-to-consumer model that combines an owned e-commerce storefront with a growing UK physical retail footprint, supplemented by editorial-driven marketing and creator collaborations such as the October 2024 Felicity Kay partnership. Pricing is positioned at luxury levels, with products reportedly ranging from approximately £60 to over £1,000, placing WNU alongside houses cited by Marie Claire such as Gucci, Chanel, Dior, and Celine. Distribution is centred on the United Kingdom with announced expansion plans into the United States and the DACH region (Germany, Austria, Switzerland).
In October 2024 WNU closed its first institutional funding round of £2.5 million, led by Pembroke VCT (£1.5M) with JamJar Investments (£1M), achieving B Corp certification concurrent with the raise. Investor materials project £6.5 million in annual sales for 2024, representing 85.7% growth over 2023. The company is privately held, women-owned, and operates with a headcount of 1-10 employees. Revenue mechanics are one-time apparel sales through owned DTC channels, with no disclosed wholesale, subscription, or licensing revenue streams.
With Nothing Underneath firmographics
Firmographics- Name
- With Nothing Underneath
- Legal name
- With Nothing Underneath
- Website
- https://withnothingunderneath.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- With Nothing Underneath is a London-based luxury womenswear brand founded in 2017, designing premium shirts and expanding into blazers and knitwear for affluent women seeking timeless wardrobe essentials, sold direct-to-consumer online and through UK retail.
- Ownership category
- akta.pro rank
With Nothing Underneath industry classification
Industry- Product category
- Luxury Women's Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Women’s Apparel Retail (CRAAABAB)
- akta.pro secondary industry
- Premium & Contemporary Apparel Brands (CRAAAAAB)
Keywords
Where With Nothing Underneath is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
With Nothing Underneath business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Apparel Sales: Direct sales of luxury women's shirts and expanding product lines including blazers and knitwear through owned e-commerce and retail stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Luxury price points |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
With Nothing Underneath product offering
Product offeringCore offering
With Nothing Underneath designs, produces, and sells luxury women's shirts marketed as "shirts to live in," positioned as timeless wardrobe staples. The brand is expanding into complementary categories including blazers and knitwear. Distribution occurs through an owned e-commerce storefront and a growing UK physical retail presence, with planned expansion into the United States and the DACH region of Europe.
Product overview
With Nothing Underneath (WNU) is a London-based luxury womenswear brand founded in 2017 by former Vogue and Tatler stylist Pip Durell, starting with £7,000 of capital. The company operates as a single unified fashion brand centered on its core product: premium women's shirts. The brand expanded with new product lines including blazers and knitwear, supported by its first major funding round. WNU is known for its minimalist aesthetic and celebrity endorsements, including royal figures such as Kate Middleton and Meghan Markle.
Differentiator
Problem solved
Functional benefit
Products and services
- With Nothing Underneath (WNU) Core Shirts The flagship product line consisting of premium women's shirts, marketed as versatile 'shirts to live in', forming the core of the luxury womenswear brand for individual affluent female consumers.
- Blazers New product line expansion into women's blazers, planned using funding to develop new product categories alongside the core shirt offering for affluent women.
- Knitwear New product line expansion into women's knitwear, planned using funding to broaden the brand's wardrobe offering beyond its original shirt focus for affluent women.
Companies that use With Nothing Underneath
Customer profileSegments2 records
Ideal customer profiles2 records
With Nothing Underneath technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
With Nothing Underneath partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Felicity KayminorCollaboration with Felicity Kay announced alongside the funding round, expanding brand reach through partnership marketing.
Scale indicators4 records
Recent moves5 records
Expansion highlights6 records
With Nothing Underneath competitors and assessment
Company assessmentBroad incumbents
- Massimo Dutti: Inditex-owned premium contemporary womenswear and menswear brand with global store presence. Provides the closest public benchmark for premium wardrobe-staple positioning with substantial international retail infrastructure.
- & Other Stories: H&M-owned contemporary womenswear label with curated collections of wardrobe essentials and a strong DTC and physical retail model across Europe and the US. Competes for the same "timeless wardrobe staple" customer at slightly lower price points.
- COS: H&M-owned contemporary womenswear label with broad global retail footprint offering elevated essentials at accessible luxury-adjacent price points. Competes for the same customer at lower price tiers and offers a benchmark for WNU's international scaling potential.
- J.Crew: Established American contemporary brand built largely on the elevated button-down shirt (historically credited with popularizing the casual-luxury shirt category). Useful benchmark for category expansion and brand-scale economics relevant to WNU's trajectory.
Emerging players
- Sleeper: Luxury womenswear brand specializing in elevated shirting, dresses, and loungewear with a celebrity-driven brand-building approach. Comparable product overlap and similar premium positioning with WNU.
- Rails: Los Angeles-based contemporary brand famous for premium button-down shirts and soft fabrics, serving a similar affluent casual customer. Direct overlap in the elevated shirt category, though with a more casual/American aesthetic than WNU.
Direct peers
- Theory: Premium contemporary womenswear label built around elevated shirts, tailoring, and timeless workwear essentials. Shares WNU's design philosophy of classic, seasonless pieces at luxury price points and serves a similar affluent professional customer.
- ME+EM: British contemporary womenswear brand known for elevated essentials and wardrobe staples, with comparable DTC positioning, premium pricing, and a similar London-based design heritage. Closely comparable product offering and target customer to WNU.
- Reiss: UK-founded premium contemporary fashion brand offering women's shirts, tailoring, and occasionwear at luxury-adjacent price points. Directly competes with WNU for the same professional, affluent customer and operates a comparable DTC and physical retail model.
- Equipment: Heritage luxury shirt brand known for silk blouses and elevated button-downs. Direct product overlap with WNU's signature shirt category and similar positioning as a category-defining shirt specialist at premium price points.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
With Nothing Underneath social profiles
Digital presenceWith Nothing Underneath financial estimates
Financial estimateRevenue estimate
Valuation estimate
With Nothing Underneath leadership team
Management profileNumber of profiles
Profiles1 record
With Nothing Underneath funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
With Nothing Underneath M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about With Nothing Underneath
What does With Nothing Underneath do?
With Nothing Underneath designs, produces, and sells luxury women's shirts marketed as "shirts to live in," positioned as timeless wardrobe staples. The brand is expanding into complementary categories including blazers and knitwear. Distribution occurs through an owned e-commerce storefront and a growing UK physical retail presence, with planned expansion into the United States and the DACH region of Europe.
Is With Nothing Underneath a public or private company?
With Nothing Underneath is a private company. It is classified as venture growth investor backed and is currently operating.
When was With Nothing Underneath founded?
With Nothing Underneath was founded in 2017. It employs 1 to 10 people.
Where is With Nothing Underneath based?
With Nothing Underneath is headquartered in London, United Kingdom, in the Europe region.
How does With Nothing Underneath make money?
One revenue line is on record: apparel Sales.
Who are With Nothing Underneath's main competitors?
Broad incumbents on record are Massimo Dutti, & Other Stories, COS and J.Crew. Emerging players are Sleeper and Rails. Direct peers are Theory, ME+EM, Reiss and Equipment.
Does With Nothing Underneath have an API?
No public API is recorded for With Nothing Underneath.
What industry is With Nothing Underneath in?
With Nothing Underneath's product category is Luxury Women's Apparel. Its primary akta.pro industry code is CRAAABAB, Women’s Apparel Retail, with a secondary code of CRAAAAAB, Premium & Contemporary Apparel Brands. Its NAICS code is 45811 and its SIC code is 5621.