What Negative Underwear does

Negative Underwear (Negative Inc.) is a New York-based, female-founded direct-to-consumer apparel brand that designs and sells women's intimates, loungewear, sleepwear, swimwear, and accessories through its Shopify-powered e-commerce storefront (negativeunderwear.com). Founded in 2014 by Marissa Vosper and Lauren Schwab, the company operates a single, unified brand rather than a multi-product platform, with its catalog organized across five core categories — Bras + Underwear, Lounge, Sleep, Swim, and Accessories — supported by proprietary fabric collections such as Sieve (Belgian power micromesh), Whipped (Austrian micro modal), Waffle Knit, Slink (twisted viscose), Eclipse washable silk, and Supreme. The brand's identity centers on a minimalist, comfort-first, "less-is-more" design ethos explicitly rejecting push-up and overdesigned silhouettes, with inclusive sizing across apparel (XS–XXL) and bras (sizes 0–5 / DD+), WCAG 2.1 accessibility compliance, and OEKO-TEX STANDARD 100 certification on the Whipped line.

Negative sells almost entirely direct-to-consumer via its own Shopify storefront, with US orders receiving free shipping over $100 and 30-day returns on full-priced items managed through Loop Returns, and international orders (covering 100+ countries) fulfilled by a third-party global landed cost logistics provider on Delivery Duty Paid (DDP) terms with local currency display. Customer acquisition is anchored by a Refer-a-Friend program ($20 reward per qualified referral, capped at 50/year), an owned blog ("Negative Space"), email and SMS opt-in channels, and a strong earned-media footprint in fashion publications (NYMAG Best of New York 2015, Vogue, InStyle, Refinery29, Elle, HuffPost, Nylon), supplemented by celebrity and influencer visibility (Eva Chen, Hannah Bronfman, Miley Cyrus, and a wholesale-exclusive collaboration with Gwyneth Paltrow's Goop). Pricing spans roughly $20–$35 for thongs, $35–$75 for bras, and up to $325 for premium loungewear pieces like the Slink Draped Pant, with pack discounts and seasonal lookbooks driving conversion.

The brand is bootstrapped, with press coverage describing the founders as building "from their own pockets and ideas," and no external funding rounds, investors, or valuations are disclosed in the source material. Operations are supported by a small team (Firmographics lists 11–50 employees; the careers page shows only one open Pre-Production Development Manager role, implying lean staffing), with fulfillment and returns handled by Boxzooka from Secaucus, NJ and Middletown, PA. Negative continues to extend its catalog with new fabric lines and seasonal collections, including Swim 2026, Mother's Day 2026, Valentine's 2026, and a co-branded Knicks Season collection.

Name

Negative Underwear

Legal name

Negative Inc.

Website

https://negativeunderwear.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Negative Underwear is a New York-based, female-founded direct-to-consumer apparel brand selling women's intimates, loungewear, sleepwear, swimwear, and accessories via its Shopify storefront, built around proprietary fabric lines (Sieve, Whipped, Waffle Knit, Slink, Eclipse silk) and a minimalist, comfort-first design ethos with global DDP shipping to 100+ countries.

Ownership category

akta.pro rank

Product category

Women's Intimates and Loungewear

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (4581)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Bras & Bralettes (CRAAAIAA), Luxury Intimates, Loungewear & Sleepwear (CRAAAFAJ)

Keywords

• Women's intimates apparel
• Premium loungewear clothing
• Women's sleepwear pajamas
• Direct-to-consumer fashion
• Women's swimwear and bodysuits

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Product Sales: Core revenue from one-time online purchases of intimates, loungewear, sleepwear, swimwear and accessories on the brand's Shopify storefront, with free US shipping over $100 and 30-day returns on full-priced items. Mix of single items and multi-pack discounts (e.g., Pack Discount on the Glacé Triangle Bra).
2. Refer-a-Friend Program: Customer-to-customer referral acquisition paying $20 in rewards per qualified referral (capped at 50 qualified referrals per calendar year), used as a low-cost acquisition lever rather than a standalone revenue stream.
3. International Order Fulfillment (DDP): International orders are processed and shipped by a third-party global landed cost logistics provider on Delivery Duty Paid terms; prices shown in local currency with duties and taxes included in the order total.
4. Digital Gift Cards: Sold via the site's Gift Cards section (digital gift card SKU present in the navigation), driving gifting-driven transactions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Negative Underwear designs and sells women's bras, underwear, loungewear, sleepwear, swimwear, bodysuits and accessories directly to consumers via its Shopify e-commerce storefront. The assortment is organized around proprietary specialty-mill fabric families (Sieve Belgian micromesh, Whipped Austrian micro-modal, Waffle Knit cotton jacquard, Slink viscose, Glacé stretch nylon, Eclipse washable silk) and ships to 100+ countries through DDP international fulfillment, with US returns and exchanges powered by Loop Returns.

Product overview

Negative Underwear is a single, unified direct-to-consumer apparel brand (not a multi-product platform) founded in 2014, organized as a core catalog of women's intimates (Bras + Underwear), Loungewear, Sleepwear/Pajamas, Swim, and Accessories. The catalog is implemented through several proprietary fabric/sub-brand collections — Whipped (micro-modal lounge and underwear), Waffle Knit (cotton waffle jacquard loungewear), Slink (twisted viscose drape pieces), Supreme (sleepwear sets), Eclipse Washable Silk (silk sleepwear), Club, Airis, and Cashmere — together with signature intimate lines such as the Belgian-micromesh Sieve bra family (Sieve Non-Wire Bra, Sieve Racerback Bra, Sieve Cutout Bra) and the Glacé stretch-nylon bralette line. Curated groupings such as The Basics and The Knicks Season collection further organize these products into themed assortments.

Differentiator

Problem solved

Functional benefit

Products and services

• Bras + Underwear (Intimates) Core women's intimates assortment spanning wireless, underwire, strapless and nursing bras, and thongs, bikinis, briefs, boxers, boyshorts and high-waist underwear in multiple fabric lines; engineered in inclusive sizing (0–5 / DD+ bras).
• Loungewear Women's loungewear collection including henleys, long sleeves, pants, tees, tanks, shorts, sweaters, cardis, joggers, sweatpants, bodysuits, dresses, robes and socks across multiple proprietary fabrics.
• Sleepwear / Pajamas Women's sleepwear collection featuring Supreme and Eclipse Washable Silk lines including short sleeve shirts, track pants, mini slip dresses, shorts, tanks and robes.
• Swim Women's swimwear collection, including new Island styles introduced for the 2026 season.
• Accessories Accessory items such as Buff Pasties and Fancy Mesh Socks sold alongside the core intimates and loungewear assortment.
• Sieve Non-Wire Bra Negative's best-selling wireless bra in sheer Belgian power micromesh; available in regular and plus sizes (1+ through 5+) for additional support.
• Sieve Racerback Bra Most-requested style wireless bra with refined T-back, front closure, plunging deep-V front neckline, and metallic front click closure in sheer Belgian power micromesh.
• Sieve Cutout Bra Best-selling Sieve mesh bra with a center cutout, adjustable hook & eye closure, and Belgian power micromesh construction.
• Glacé Mini Bra Minimal bra with a playful bikini-inspired cut in luxurious ultra-smooth Glacé Belgian stretch nylon with a glossy sheen.
• Whipped A-Top Elevated, luxurious lightweight camisole/tank in wispy soft micro-modal Whipped fabric; can be worn as underlayer or sleepwear.
• Whipped Boyfriend Tee Oversized-fit boyfriend tee in butter-soft Whipped fabric with hits-at-mid-hip styling.
• Whipped French Cut Brief High-thigh-cut cheeky brief with faux fly grommet detail in wispy soft micro-modal stretch fabric from Austria; OEKO-TEX® STANDARD 100 certified.
• Slink Draped Pant Fluid, relaxed pant with narrow elastic trim at waist and leg opening, made from twisted viscose yarn in an ultra-fine gauge double knit (80% Viscose, 20% Elastane).
• Waffle Knit Pullover Slouchy boyfriend-fit pullover with deep rib collar and mother-of-pearl buttons in luxuriously cozy cotton waffle jacquard.
• Waffle Knit Cropped Track Pant Cropped straight-leg track pant in plush cotton waffle jacquard (98% Cotton, 2% Spandex) with smooth underside, pockets, and adjustable cord drawstring.
• Digital Gift Cards Digital gift cards for the Negative Underwear storefront, enabling gifting purchases across the assortment.

Quantifiable outcome

• Best-selling SKUs sustain 4.7–4.9 star averages across thousands of verified reviews (e.g., Sieve Cutout Bra 4.7 across 2,049 reviews; Whipped A-Top 4.8 across 1,855 reviews; Whipped French Cut Brief 4.8 across 1,280 reviews; Sieve Racerback Bra 4.5 across 1,042 reviews).
• +2 more outcomes

Named customers4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core operational partner, strategic / core international partner (name not publicly disclosed), core returns technology partner, marketing technology integration, marketing data partners, strategic / brand-credibility partnership and infrastructure dependency for sms service.

• Boxzookacore operational partnerImplementation/ SI/ Consulting PartnerBoxzooka is Negative's third-party fulfillment and returns-handling partner. International return shipping is addressed to "Negative International Returns, c/o Boxzooka, 530 Secaucus Road, Secaucus, NJ 07094" (973-826-9551), and the California privacy rights mailing address is listed under "Negative, Inc., Attn: Boxzooka, 300 Capital Lane, Middletown, PA 17057."
• Third-party global landed cost e-commerce logistics providerstrategic / core international partner (name not publicly disclosed)Channel Partner/ Reseller/ DistributorPer the Terms of Service, Negative uses an unnamed third-party global landed cost e-commerce logistics provider to process and ship international orders. The provider handles the financial transaction and physical shipping of goods, while Negative's CX team handles all customer support. Prices are shown in local currency at checkout, with shipping, duties and taxes included (DDP).
• Loop Returnscore returns technology partnerTechnology or IntegrationFree US shipping and easy returns are powered by Loop Returns (integration linked from the homepage banner to negative-underwear.loopreturns.com). Used to manage US returns and exchanges.
• Mobile messaging / SMS platform (short code 29972)marketing technology integrationTechnology or IntegrationNegative operates an SMS mobile message service on short code 29972 (STOP/HELP keywords) for promotional messages, abandoned-cart reminders and transactional notifications. The Privacy Policy notes SMS opt-in data may be shared with platform providers, phone companies and other vendors that help deliver text messages.
• Third-party data co-ops and advertising/marketing partnersmarketing data partnersGTM or Marketing PartnerNegative trades and purchases contact information (demographics, internet and electronic activity, commercial information) with data co-ops and other third-party data aggregators, and shares personal information with third-party advertising and marketing partners for tailored direct-mail and digital advertising.
• Goop (Gwyneth Paltrow)strategic / brand-credibility partnershipChannel Partner/ Reseller/ DistributorGwyneth Paltrow asked Negative to create an exclusive for Goop, representing a wholesale/curated-retail collaboration that extends brand reach into the Goop ecosystem.
• Wireless carriers (SMS service support)infrastructure dependency for sms serviceOthersMobile Terms reference supported wireless carriers that deliver Negative's SMS program, with a disclaimer that carriers are not liable for delayed or undelivered messages.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cuup: Premium DTC bra and intimates brand with minimalist design and inclusive sizing; directly competes in the wireless/underwire bra category Negative serves.
• ThirdLove: DTC women's intimates brand focused on bras and underwear with an emphasis on inclusive sizing; comparable in target customer, channel (own e-commerce), and category.
• True & Co: DTC intimates brand with a fit-quiz-driven shopping experience and emphasis on comfort; directly comparable in target customer and intimates-first assortment.
• SKIMS: Premium DTC intimates, loungewear and shapewear brand with celebrity co-founder equity and a large marketing budget; closest direct competitor to Negative in positioning, channel mix, and category extension strategy.
• Cosabella: Premium Italian-made intimates and loungewear brand with European fabric heritage; comparable in design sensibility, premium pricing, and lace/micromesh fabric storytelling.
• Eberjey: Premium intimates, loungewear and sleepwear brand with both DTC and select wholesale; comparable in design ethos, price points, and category breadth.
• Parade: DTC intimates and underwear brand targeting Gen Z / millennial women with bold colorways and community-led marketing; comparable in product mix, channel, and audience.
• MeUndies: DTC underwear and loungewear brand with subscription model and value-to-premium pricing tiers; comparable in product categories, channel, and customer base.
• Lunya: Premium DTC loungewear and washable silk sleepwear brand; comparable in premium positioning, proprietary fabric storytelling, and lifestyle category extension.

Broad incumbents

• Goop (Gwyneth Paltrow): Lifestyle brand and editorial retail platform that has partnered with Negative on an exclusive collaboration; comparable as a curated third-party channel for premium women's apparel and wellness.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/negative_wear
• Facebookfacebook.com/NegativeUnderwear
• LinkedInlinkedin.com/company/negative-inc-

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Negative Underwear