Step One
Step One is a Sydney-headquartered, direct-to-consumer online retailer of bamboo viscose underwear and adjacent apparel, serving men, women, and children across Australia, the US, the UK, New Zealand, and Asia through its e-commerce site stepone.life.
- Company typePrivate
- Founded2017
- HeadquartersSydney, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Step One does
Step One is a direct-to-consumer online retailer headquartered in Sydney, Australia, specializing in bamboo viscose underwear and adjacent apparel for men, women, and children. The company sells exclusively through its own e-commerce site (stepone.life) and ships to Australia, the United States, the United Kingdom, New Zealand, and Asia, with no physical retail presence. Its product portfolio spans men's essentials (Boxer Briefs, Boxer Brief Fly, Briefs, Trunks), athletic and compression ranges (Boxer Brief Sport, Cloud Mesh, CloudPress Pro Compression Tights, X-Cup Cricket Underwear), the NiteKnit sleepwear line, unisex socks, women's SmoothFit everyday underwear and bras, women's body shorts and activewear, period underwear, and kids' Junior Trunk and Girls Shortie styles. Limited Edition drops (Decades, Toucans, Origin, Yacht Rocks, Capri Yellow) drive repeat engagement and brand momentum.
The company's technology and product differentiation rests on certified organic bamboo viscose fabric (moisture-wicking, breathable, hypoallergenic) combined with proprietary design features. Ultraglyde anti-ride/anti-chafe panels (a registered trademark) are positioned as a novel method to prevent chafing and leg ride-up, and the women's line uses Seamfree construction. The 2024-launched period underwear employs a three-layer system — wool jersey top, custom absorbent knit middle layer, bamboo outer — addressing a distinct women's health use case. Manufacturing is outsourced to BSCI- and SA8000-certified factories in Asia, providing ethical-sourcing credentials but no proprietary supply-chain moat.
Step One monetizes primarily through one-time DTC purchases with unit pricing of $25–$33 AUD and bundle discounts of up to 34% off (4/7/15 packs), augmented by a tiered VIP loyalty program (Purple, Silver, Gold, Platinum at $0/$120/$300/$450 lifetime thresholds), referral incentives, and gift cards. The company is privately held and founder-led by Greg Taylor, with no disclosed institutional funding, parent company, or public-market listing.
Step One firmographics
Firmographics- Name
- Step One
- Legal name
- Step One
- Website
- https://stepone.life
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Step One is a Sydney-headquartered, direct-to-consumer online retailer of bamboo viscose underwear and adjacent apparel, serving men, women, and children across Australia, the US, the UK, New Zealand, and Asia through its e-commerce site stepone.life.
- Ownership category
- akta.pro rank
Step One industry classification
Industry- Product category
- Underwear & Apparel
- NAICS
- Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Fast Fashion Intimates & Sleepwear (CRAAAGAH)
- akta.pro secondary industries
- Sleepwear & Nightwear (Pajamas, Nightgowns) (CRAAAIAE), Sleepwear & Loungewear (Children) (CRAAAHAH), Sleepwear & Loungewear Cut & Sew (IMAOAEAI)
Keywords
Where Step One is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Step One business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Direct E-commerce Sales: One-time purchase model for bamboo viscose underwear and related products sold directly through the company's e-commerce website. Products include men's boxer briefs, trunks, briefs, sports underwear, women's bikinis, thongs, full briefs, padded bras, body shorts, period underwear, kids underwear, socks, and sleepwear. Bundle options (4, 7, 15 packs) offer discounts up to 34%.
- Loyalty and Subscription Services: VIP loyalty program with tiered spending thresholds (Purple $0, Silver $120, Gold $300, Platinum $450) offering exclusive rewards. Gift card sales provide additional revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Men's Boxer Briefs and Trunks |
| Unit Pricing | Pay-as-you-go | Women's Everyday Underwear |
| Unit Pricing | Pay-as-you-go | Women's SmoothFit Padded Bra and Matching Sets |
| Unit Pricing | Pay-as-you-go | Women's Body Shorts |
| Unit Pricing | Pay-as-you-go | Period Underwear |
| Unit Pricing | Pay-as-you-go | Kids/Junior Underwear |
| Unit Pricing | Pay-as-you-go | Socks |
| Unit Pricing | Pay-as-you-go | Multi-Pack Bundles |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Step One product offering
Product offeringCore offering
Step One designs and sells direct-to-consumer bamboo viscose underwear, activewear, sleepwear, and socks for men, women, and kids. Products are built around organic bamboo viscose fabric and proprietary comfort features such as Ultraglyde anti-ride panels, SmoothFit body-skim construction, a three-layer leak-proof period system, NiteKnit sleepwear, and CloudPress Pro compression shaping. Orders are fulfilled directly through the company's own online storefront with international shipping across Australia, New Zealand, the United States, the United Kingdom, and Asia.
Product overview
Step One is a direct-to-consumer online retailer specializing in bamboo viscose underwear for men, women, and children. The product portfolio includes men's essentials (Boxer Briefs, Boxer Brief Fly, Briefs, Trunks), athletic wear (Boxer Brief Sport, Cloud Mesh Boxer Brief, CloudPress Pro Compression Tights, X-Cup Cricket Underwear), sleepwear (NiteKnit), and socks (Crew Socks, Ankle Socks, No Show Socks). Women's range features SmoothFit line (Bikini Brief, Full Brief, Thong, Padded Bra, Boyleg), Body Shorts, and Period Underwear (Full Brief, Bikini Brief, Thong). Kids collection includes Junior Trunk for boys and Girls Shortie. Key technology features include Ultraglyde anti-ride/anti-chafe panels and three-layer absorbent period protection. The company offers limited edition seasonal collections, matching sets, and 30-day First Pair Guarantee. Products are ethically manufactured in BSCI/SA8000 certified factories with organic bamboo viscose as the primary material.
Differentiator
Problem solved
Functional benefit
Brands
- CloudPress Pro: Compression tights with breathable design
- NiteKnit
- UltraGlyde
Products and services
- Men's Boxer Brief Bamboo viscose men's boxer brief designed for everyday wear, featuring Ultraglyde anti-ride panels for comfort and no ride-up.
- Men's Boxer Brief Fly Bamboo viscose men's boxer brief with fly front for everyday wear, featuring Ultraglyde anti-ride panels.
- Men's Trunk Bamboo viscose men's trunk with shorter leg cut, featuring Ultraglyde anti-ride panels for everyday comfort.
- Men's Briefs Bamboo viscose men's classic brief for everyday wear, featuring Ultraglyde anti-ride panels.
- Men's Boxer Brief Sport Bamboo viscose men's boxer brief designed for athletic and active use, with Ultraglyde anti-ride panels and sport construction.
- Men's Cloud Mesh Boxer Brief Bamboo viscose men's boxer brief with cloud mesh construction for enhanced breathability during athletic or everyday wear.
- CloudPress Pro Compression Tights Compression tights built on CloudPress Pro shaping technology, designed for athletic and shaping wear.
- Men's NiteKnit Sleepwear Men's sleepwear constructed with NiteKnit fabric technology, designed for overnight comfort.
- Men's Crew Socks Bamboo viscose men's crew socks for everyday wear.
- Men's Ankle Socks Bamboo viscose men's ankle socks for everyday wear.
- Men's No Show Socks Bamboo viscose men's no-show socks for invisible wear with casual and dress shoes.
- Men's X-Cup Cricket Underwear Bamboo viscose men's protective cricket underwear with integrated X-Cup designed for the sport.
- SmoothFit Bikini Brief Bamboo viscose women's bikini brief with SmoothFit body-skim construction for everyday wear.
- SmoothFit Full Brief Bamboo viscose women's full brief with SmoothFit body-skim construction for full coverage and everyday wear.
- SmoothFit Thong Bamboo viscose women's thong with SmoothFit body-skim construction for minimal-coverage everyday wear.
- SmoothFit Boyleg Bamboo viscose women's boyleg brief with SmoothFit body-skim construction for everyday wear.
- SmoothFit Body Shorts Bamboo viscose women's body shorts with SmoothFit body-skim construction for everyday wear.
- SmoothFit Padded Bra Bamboo viscose women's padded bra with SmoothFit body-skim construction for everyday wear and light support.
- Period Full Brief Bamboo viscose women's period full brief with three-layer leak-proof period protection system for menstrual wear.
- Period Bikini Brief Bamboo viscose women's period bikini brief with three-layer leak-proof period protection system for menstrual wear.
- Period Thong Bamboo viscose women's period thong with three-layer leak-proof period protection system for menstrual wear.
- Junior Trunk Bamboo viscose junior trunk underwear for children, designed for everyday wear.
- Girls Shortie Bamboo viscose girls' shortie underwear designed for everyday wear.
- Gift Card Step One-branded gift card redeemable for products on the company's direct-to-consumer website.
- First Pair Guarantee Risk-free first-pair guarantee offered by Step One to first-time buyers of its underwear products.
Companies that use Step One
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Step One technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature5 records
Step One partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered active partnership and previous partnership.
- Starlight Foundationactive partnershipStep One partners with the Starlight Foundation to help brighten the lives of sick kids and their families. $5 from every pair of underwear sold is donated directly to the Starlight Foundation.
- Surf Life Saving Australiaactive partnership$5 per SLSA pair sold is donated to raise awareness of swimming between the flags and support the 315 Surf Life Saving Clubs around Australia.
- Police Legacyprevious partnershipStep One partnered with various Police Legacy organisations. $5 was donated per pair sold to spread awareness of Police Legacy's work supporting families of fallen police officers.
- STEPtember / Cerebral Palsy Allianceprevious partnershipFor every STEPtember pair sold, Step One donated $5 to the Cerebral Palsy Alliance - a global centre of expertise for cerebral palsy services and support.
- Men's Health Awareness Ballprevious partnershipStep One supported the Men's Health Awareness Ball which aims to raise community awareness of men's health issues.
- Australian Bush Fire Relief 2019previous partnershipStep One partnered with frontline firefighters during the 2019 Australian Bushfires to support those in need.
- SLSA Nippers x Step Oneactive partnershipSurf Life Saving Australia Nippers collaboration with Step One for kids' swim and beach safety underwear.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Step One competitors and assessment
Company assessmentDirect peers
- MeUndies: US-based DTC underwear and loungewear brand selling direct-to-consumer online with subscription and bundle mechanics. Operates in essentially the same product category (everyday underwear basics) with similar target customer and similar DTC-only distribution model, making it the closest direct comparable to Step One.
- Boody: Australian bamboo-viscose basics brand selling underwear, socks and loungewear DTC. Highly comparable because of the shared Australian origin, bamboo viscose hero material, similar sustainable/ethical positioning, and overlapping men's/women's/kids underwear range.
- Tommy John: US premium DTC underwear and apparel brand focused on fit and comfort innovation. Comparable on premium DTC positioning, men's and women's intimates focus, technology-led marketing and direct online sales without wholesale reliance.
- Knix: DTC intimates and leakproof/period underwear brand. Closely comparable in the women's intimates and period underwear categories where Step One launched its three-layer period range in 2024, and shares the women's-led DTC premium positioning.
- SAXX Underwear: DTC men's underwear brand built around a proprietary pouch/panel feature. Comparable to Step One's Ultraglyde anti-ride panel approach: a single-feature-driven men's underwear brand selling direct online with technology as the core marketing hook.
Emerging players
- Thinx: Pioneer in period underwear/leakproof DTC category. Comparable on the period-underwear adjacency Step One entered in 2024; smaller scale and narrower range make it an emerging rather than direct peer.
- Parade: Gen-Z-focused DTC intimates brand covering underwear, bras and activewear. Comparable on women's intimates DTC mechanics, sustainability messaging and target demographic, though primarily US-focused.
- ThirdLove: DTC intimates brand focused on bras, underwear and half-sizes. Comparable on women's intimates DTC distribution, technology/fit-led messaging, and inclusive sizing — a category overlap with Step One's SmoothFit women's range.
Regional players
- Bonds: Iconic Australian underwear, socks and casualwear brand (owned by Hanesbrands). Comparable as the incumbent Australian intimates brand Step One most directly competes with at home, sharing the men's/women's/kids underwear category.
Broad incumbents
- Calvin Klein: Global intimates and apparel incumbent. Comparable as the broad incumbent against which Step One positions its premium, ethical and bamboo-led alternative across men's and women's underwear and loungewear.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Step One social profiles
Digital presenceStep One compliance and trust
Trust signalCompliance2 records
Step One financial estimates
Financial estimateRevenue estimate
Valuation estimate
Step One leadership team
Management profileNumber of profiles
Profiles1 record
Step One funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Step One 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 Step One
What does Step One do?
Step One designs and sells direct-to-consumer bamboo viscose underwear, activewear, sleepwear, and socks for men, women, and kids. Products are built around organic bamboo viscose fabric and proprietary comfort features such as Ultraglyde anti-ride panels, SmoothFit body-skim construction, a three-layer leak-proof period system, NiteKnit sleepwear, and CloudPress Pro compression shaping. Orders are fulfilled directly through the company's own online storefront with international shipping across Australia, New Zealand, the United States, the United Kingdom, and Asia.
Is Step One a public or private company?
Step One is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Step One founded?
Step One was founded in 2017. It employs 1 to 10 people.
Where is Step One based?
Step One is headquartered in Sydney, Australia, in the Oceania region.
How does Step One make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are loyalty and Subscription Services.
Who are Step One's main competitors?
Direct peers on record are MeUndies, Boody, Tommy John, Knix and SAXX Underwear. Emerging players are Thinx, Parade and ThirdLove. Bonds is listed as a regional player. Calvin Klein is listed as a broad incumbent.
Does Step One have an API?
No public API is recorded for Step One.
What industry is Step One in?
Step One's product category is Underwear & Apparel. Its primary akta.pro industry code is CRAAAGAH, Fast Fashion Intimates & Sleepwear, with a secondary code of CRAAAIAE, Sleepwear & Nightwear (Pajamas, Nightgowns). Its NAICS code is 315 and its SIC code is 2340.