Subset
Subset is a bootstrapped, founder-owned New York-based apparel brand selling GOTS-certified organic cotton underwear, bras, loungewear, and accessories through direct e-commerce, Nordstrom, and Amazon, serving health- and sustainability-conscious women, men, and maternity customers.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Subset does
Subset is a privately held, founder-owned sustainable innerwear brand headquartered in New York, NY, founded in 2018 (originally as Knickey, rebranded to Subset in 2023). The company designs and sells GOTS-certified organic cotton underwear, wireless bras, loungewear, and accessories for women, men, and maternity customers through a direct-to-consumer e-commerce storefront at wearsubset.com, with distribution expansion into Nordstrom and Amazon in 2024.
The core product technology centers on premium organic cotton interlock fabric (95.6% of fiber portfolio) with elastane for stretch, sourced from a documented supply chain spanning organic farms in Gujarat, India, through ginning in Tamil Nadu, spinning and knitting in Tirupur, and cut-and-sew at a Fair Trade certified factory. All products are free from PFAS, pesticides, formaldehyde, and heavy metals, with Oeko-Tex certified dyeing and finishing. The company holds GOTS, Fair Trade International, Oeko-Tex, and FSC certifications, and operates the world's first intimates recycling program (launched 2018), which has processed over 2 million items through partnerships with Trashie and SuperCircle for fiber-to-fiber recycling.
The business model is product-led direct-to-consumer with a self-serve Shopify storefront, pricing ranging from $10 for clearance underwear to $150 for robes (with bundle pricing like the $85 Starter Set), a $75 free-shipping threshold, a First Pair Guarantee to reduce trial friction, and a referral rewards program. Distribution expanded from pure DTC to include Nordstrom (department store) and Amazon (marketplace) in 2024, and the company relocated its fulfillment warehouse from Brooklyn to Vandalia, Ohio to reduce shipping emissions. Annual Impact Reports document sustainability metrics and charitable donations exceeding $500,000 in product value in 2025. The company operates with approximately 9 employees and is bootstrapped with no disclosed funding rounds.
Subset firmographics
Firmographics- Name
- Subset
- Legal name
- Subset
- Website
- https://wearsubset.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Subset is a bootstrapped, founder-owned New York-based apparel brand selling GOTS-certified organic cotton underwear, bras, loungewear, and accessories through direct e-commerce, Nordstrom, and Amazon, serving health- and sustainability-conscious women, men, and maternity customers.
- Ownership category
- akta.pro rank
Subset industry classification
Industry- Product category
- Sustainable Organic Cotton Innerwear
- NAICS
- Apparel Manufacturing (315)
- 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)
- akta.pro primary industry
- Sustainable & Certified Materials (Organic, Recycled, Traceable) (CRAAAMAK)
Keywords
Where Subset is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Subset business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: Primary revenue stream through direct-to-consumer online sales via wearsubset.com. Products sold at set retail prices with free shipping threshold at $75.
- Retail Distribution: Revenue through third-party retail partners including Nordstrom and Amazon, expanding beyond direct website sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Women's Underwear - Individual styles |
| Unit Pricing | Pay-as-you-go | Women's Underwear - Starter Set |
| Unit Pricing | Pay-as-you-go | Bras - Soft Bras |
| Unit Pricing | Pay-as-you-go | Loungewear |
| Unit Pricing | Pay-as-you-go | Men's Underwear |
| Unit Pricing | Pay-as-you-go | Accessories |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Subset product offering
Product offeringCore offering
Subset designs, manufactures, and sells certified organic cotton innerwear including women's underwear, bras, and loungewear, men's boxer briefs and loungewear, and maternity underwear. Products are produced from GOTS-certified organic cotton at a Fair Trade certified factory in India and sold primarily direct-to-consumer through its own Shopify website, with additional distribution via Nordstrom and Amazon. The company also operates the world's first intimates recycling program for end-of-life garments.
Product overview
Subset is an essential innerwear brand specializing in organic cotton underwear, bras, and loungewear for women, men, and maternity. The product portfolio centers on core underwear styles (thongs, bikinis, briefs, hipsters, boyshorts, maternity briefs), wireless bras (triangle soft bras, keyhole soft bras, scoop bralettes, tank bralettes), loungewear (robes, tees, tanks, wide-leg pants, socks), and men's boxer briefs. All products are made from GOTS-certified organic cotton with Fair Trade manufacturing. The brand offers bundles (Starter Set of 5 underwear styles), an extended-size Willow Collection, and recently launched sustainable accessories (Scrap Scrunchie 3-Pack from fabric scraps). Products range from $10-$150 with most underwear at $20/pair, robes at $150, and multi-pack options available.
Differentiator
Problem solved
Functional benefit
Products and services
- Organic Cotton Women's Underwear Core collection of women's underwear in GOTS-certified organic cotton interlock fabric with elastane stretch, offered across thongs, bikinis, briefs, hipsters, and boyshorts in low-rise, mid-rise, and high-rise options for everyday personal use.
- Organic Cotton Women's Bras Wireless soft bras including triangle, keyhole, scoop bralette, tank bralette, and back closure styles in GOTS-certified organic cotton, available in extended sizes (2XS-3XL+), for women seeking chemical-free everyday and lounge bra options.
- Organic Cotton Maternity Underwear Maternity briefs designed to sit above or below the belly with side-seam ruching for growth accommodation, made from GOTS-certified organic cotton interlock, for pregnant and postpartum women.
- Organic Cotton Loungewear Unisex and women's loungewear including the Essential Robe, Wide-Leg Pant, Boxy Tee, Classic Tee, and Easy Tank, made from premium organic cotton interlock, for at-home comfort and lounge wear.
- Men's Boxer Brief Men's organic cotton boxer briefs available in multi-packs of 3 or 6, breathable and chemical-free, for everyday men's basics.
- Men's Loungewear Men's loungewear including the Men's Essential Robe and Organic Cotton House Pant made from GOTS-certified organic cotton interlock, for at-home comfort.
- Organic Cotton Socks Organic cotton socks available in unisex and men's multi-packs for everyday wear.
- The Scrap Scrunchie 3-Pack Three-pack of scrunchies made sustainably from leftover organic cotton fabric scraps, in Stone, Wheat, and Cacao colorways.
- Women's Underwear Starter Set Bundled trial set of five signature women's underwear styles with a lingerie bag, priced at $85 (15% off), designed to introduce new customers to the fit range.
- Digital Gift Card Digital gift cards available in multiple denominations for purchase on the Subset website, redeemable across the product catalog.
- Subset Intimates Recycling Program Take-back recycling program for end-of-life underwear, bras, socks, hosiery, and (as of 2025) all clothing, shoes, jeans, and home linens, processed by Trashie and SuperCircle for fiber-to-fiber recycling and shoddy upcycling.
Quantifiable outcome
- 95.6% organic cotton in fiber portfolio
- +5 more outcomes
Companies that use Subset
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Subset technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Subset partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, minor and major.
- TrashiecorePartnership expanded recycling program beyond underwear to accept all clothing, shoes, jeans, and home linens. Combined with SuperCircle for fiber-to-fiber recycling capabilities.
- SuperCirclecoreFiber-to-fiber recycling partner that processes returned goods into premium organic cotton yarn, closing the loop on the supply chain. Also recycles returned goods into shoddy for furniture batting, insulation, and industrial applications.
- Green Tree TextilesminorHistorical recycling partner for textile recycling program.
- TexaidminorHistorical recycling partner for textile recycling program.
- FlexportcoreImport shipping partner for carbon offset projects. Invests in verified offset projects including mangrove restoration in Pakistan and tropical peat swamp forest protection in Indonesia.
- ShopifycoreE-commerce platform hosting the direct-to-consumer website. Customers checking out with Shop Pay help fund carbon removal projects through Shopify's Carbon Removal initiatives.
- NordstrommajorMajor US department store retailer as retail distribution partner since 2024.
- AmazonmajorMarketplace distribution partner since 2024 for broader product accessibility.
- I Support the GirlsminorDonated over 10,000 bras and underwear to their Menstrual Oasis and Back-to-School events in Baltimore area. Organization provides menstrual care and undergarments to women and folx in need.
- Global Empowerment MissionminorLA Fire Relief efforts - over 8,200 units donated. Also received over $8,000 worth of product mailed directly to impacted Subset customers.
- NYDIS (New York Disaster & Interfaith Services)minorOver 2,500 units donated to support asylum seekers in NYC. NYDIS provides temporary shelter for asylum seekers.
- Hygiene4AllminorOver 1,500 units donated to help unhoused individuals in Portland, Oregon. Organization provides showers, personal hygiene supplies, clothing, bedding, and community space.
- Columbia Care Access ProjectminorOver 900 items donated to Columbia Medical Center's free clinic for unhoused community support around New York City.
- &mamatoominorOver 700 pairs of maternity underwear donated to help mothers caring for newborns in the NICU.
- The Children's InstituteminorOver 400 pairs of Maternity Briefs donated for their Mother's Wellness event. Organization offers early education, counseling services, and parenting supports.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Subset competitors and assessment
Company assessmentEmerging players
- MATE the Label: MATE the Label is a sustainable essentials brand offering organic cotton underwear, loungewear, and tees made in Los Angeles with similar GOTS-certified positioning and DTC-first distribution competing with Subset's organic intimates line.
- Cottonique: Cottonique specializes in organic cotton allergy-free underwear and undergarments for sensitive skin, targeting health-conscious consumers similar to Subset's OBGYN-recommended positioning with a narrower product range.
Direct peers
- WAMA Underwear: WAMA Underwear is a hemp-based sustainable underwear brand offering men's and women's basics with similar DTC-first distribution and sustainable material focus that overlaps with Subset's organic cotton positioning.
- Pact: Pact is a DTC sustainable basics brand offering organic cotton underwear, bras, and loungewear at lower price points than Subset, with similar GOTS-certified supply chain positioning and major retail distribution including Target and Whole Foods.
- Organic Basics: Organic Basics is a direct competitor in sustainable underwear and activewear, offering GOTS-certified organic cotton basics with similar EU/US DTC positioning and comparable price points to Subset.
- Boody Eco Wear: Boody is a sustainable basics brand specializing in bamboo-based underwear, bras, and loungewear with similar DTC + wholesale distribution model and price-point positioning competing with Subset's organic cotton line.
Broad incumbents
- MeUndies: MeUndies is a subscription-based DTC underwear and loungewear brand at comparable price points to Subset, with broader category scope but less rigorous sustainability certification and supply chain transparency.
- Everlane: Everlane is a much larger DTC basics and apparel brand built on 'radical transparency' supply chain narrative that overlaps Subset's farm-to-closet positioning across underwear, tees, and loungewear categories.
- Aerie: Aerie (American Eagle subsidiary) is a major intimates and loungewear brand that has launched sustainable and recycled fabric lines, representing a much larger incumbent that competes with Subset in organic and 'better' basics at lower price points.
- Thirdlove: ThirdLove is a leading DTC bra brand with broader sizing and wireless options competing with Subset's Triangle Soft Bra and Keyhole Soft Bra product lines, though with less sustainability emphasis and higher price points.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Subset social profiles
Digital presenceSubset compliance and trust
Trust signalCompliance5 records
Subset financial estimates
Financial estimateRevenue estimate
Valuation estimate
Subset leadership team
Management profileNumber of profiles
Profiles3 records
Subset funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Subset 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 Subset
What does Subset do?
Subset designs, manufactures, and sells certified organic cotton innerwear including women's underwear, bras, and loungewear, men's boxer briefs and loungewear, and maternity underwear. Products are produced from GOTS-certified organic cotton at a Fair Trade certified factory in India and sold primarily direct-to-consumer through its own Shopify website, with additional distribution via Nordstrom and Amazon. The company also operates the world's first intimates recycling program for end-of-life garments.
Is Subset a public or private company?
Subset is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Subset founded?
Subset was founded in 2018. It employs 1 to 10 people.
Where is Subset based?
Subset is headquartered in New York, United States, in the North America region.
How does Subset make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are Subset's main competitors?
Emerging players on record are MATE the Label and Cottonique. Direct peers are WAMA Underwear, Pact, Organic Basics and Boody Eco Wear. Broad incumbents are MeUndies, Everlane, Aerie and Thirdlove.
Does Subset have an API?
No public API is recorded for Subset.
What industry is Subset in?
Subset's product category is Sustainable Organic Cotton Innerwear. Its primary akta.pro industry code is CRAAAMAK, Sustainable & Certified Materials (Organic, Recycled, Traceable). Its NAICS code is 315 and its SIC code is 2340.