What Underprotection - Ethics & Aesthetics does

Underprotection is a Denmark-based sustainable fashion brand founded in 2010 that designs and sells ethically produced lingerie, swimwear, loungewear, period underwear, hosiery, and accessories for women and men. The company operates a direct-to-consumer e-commerce storefront at underprotection.eu, with headquarters in Roskilde, Denmark (VAT 45541584) and a team of 1-10 employees. The product portfolio is organized into named sub-collections — ERICA for foundational everyday lingerie, GABRIELLA for loungewear basics, ESSENTIALS, TALIA (introduced 2024 in maternity and core lingerie), and Penelope for period underwear — supplemented by Lucky Bag mystery bundles and a pre-order program that applies a 20% discount.

The company's underlying technology stack is a Shopify-based storefront, multi-language (English, Polish, Dutch, French, German) and multi-currency, supporting global shipping with tiered free-shipping thresholds (65 EUR Denmark, 135 EUR EU, 200 EUR outside the EU). There is no disclosed proprietary software, AI/ML model, or platform offering; the technical differentiation sits in the supply chain: certified sustainable materials (TENCEL Lyocell, GRS-certified recycled polyester and polyamide, GOTS organic cotton, RWS wool), short/long-loop circular services (Repair & Reward, Take-Back Program), and a portfolio of third-party audits and certifications (GOTS, OEKO-TEX STANDARD 100, GRS, RWS, FSC, WRAP, BSCI, SEDEX). Manufacturing is spread across 12 countries, including Bulgaria, China, Greece, India, Italy, Latvia, Portugal, Serbia, Turkey, and Ukraine, while the brand itself is B Corp-certified with a 133.4 score — the highest in Nordic fashion.

Revenue derives from one-time direct product sales, with pricing spanning $8 (socks) to $158 (dresses); bras $32-$88, briefs $17-$35, bodystockings $41-$152, and Lucky Bag bundles $53-$64, plus sale and pre-order promotions. Customer acquisition runs on organic social (Instagram, Facebook, Pinterest, TikTok), an email/newsletter funnel offering a 15% first-order incentive, and on-site testimonials. The brand's persona segments are women seeking sustainable intimate apparel (primary), expecting and new mothers, and people seeking reusable menstrual/menopause/postpartum protection. No external funding has been disclosed and no revenue figure has been published.

Name

Underprotection - Ethics & Aesthetics

Legal name

Underprotection

Website

https://underprotection.eu

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Underprotection is a Denmark-based sustainable fashion brand (founded 2010) that designs and sells certified-ethical lingerie, swimwear, loungewear, period wear, and accessories direct-to-consumer globally via underprotection.eu, serving sustainability-focused women, expecting mothers, and menstrual-care users.

Ownership category

akta.pro rank

Product category

Sustainable Ethical Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Sustainable & Certified Materials (Organic, Recycled, Traceable) (CRAAAMAK)

Keywords

• Sustainable lingerie
• Ethical swimwear
• Organic loungewear
• Reusable period underwear
• Certified sustainable apparel

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Revenue generated from direct-to-consumer sales of lingerie, swimwear, loungewear, period wear, and accessories through their e-commerce platform. The company sells individual items as well as bundle products (Lucky Bags) and offers gift cards.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Underprotection designs and sells sustainable lingerie, swimwear, loungewear, period wear, hosiery, and accessories made from certified sustainable materials (TENCEL Lyocell, GOTS organic cotton, GRS recycled polyester and polyamide, RWS wool). The company sells directly to global consumers through its owned e-commerce storefront underprotection.eu, with manufacturing distributed across 12 countries and operations run from Roskilde, Denmark.

Product overview

Underprotection is a sustainable fashion e-commerce brand offering a unified portfolio of certified ethical intimate apparel and accessories. The core product lines include LINGERIE (bras, bralettes, briefs, bodystockings, maternity wear), SWIMWEAR (bikinis, swimsuits), LOUNGEWEAR (dresses, kimonos, sleepwear), and PERIODWEAR featuring the Penelope line of reusable period panties. The portfolio extends to ACCESSORIES including the Guppyfriend MICRO WASTE WASHING BAG. Key sub-brands include ERICA (foundational everyday lingerie), GABRIELLA (loungewear basics), and VERA. The company supplements its main collections with LUCKY BAG mystery boxes, PREORDER early access programs, and a SALE section, all built on a Shopify e-commerce platform. Materials are certified sustainable including TENCEL™ lyocell, GOTS organic cotton, recycled polyamide (Q-NOVA), recycled polyester, and RWS wool, with all synthetic materials GRS certified.

Differentiator

Problem solved

Functional benefit

Products and services

• Lingerie Sustainable core lingerie collection including bras, bralettes, briefs, strings, hipsters, bodystockings, and maternity bras, made from certified sustainable materials such as recycled polyamide, TENCEL Lyocell, and organic cotton. Targeted at women seeking everyday, special-occasion, and maternity intimate apparel.
• Swimwear Sustainable swimwear collection including bikini tops, bikini bottoms, swimsuits, and beach dresses, made primarily from GRS-certified recycled polyester and recycled polyamide, targeted at women and men (men's Stephan swim shorts) seeking eco-conscious swim options.
• Loungewear Comfort-focused loungewear including dresses, kimonos, pants, pyjamas, shirts, shorts, tops, and wool garments designed for everyday comfort using sustainable certified materials, targeted at consumers seeking ethical at-home and casual wear.
• Periodwear (Penelope) Reusable period protection underwear line (Penelope) featuring period panties, strings, and hipsters made from TENCEL Lyocell with built-in multi-layer leak-proof absorbency, PFAS-free and anti-microbial protection for medium to heavy flow; OEKO-TEX certified. Targeted at menstruating individuals, postpartum women, those in menopause, and people with light incontinence seeking sustainable alternatives to disposable products.
• Accessories Sustainable accessory collection including toilet bags, makeup purses, bags, eye masks, hats, socks, tights, and washing bags, featuring upcycled pouches made from recycled materials, targeted at consumers seeking ethical everyday carry and travel items.
• Lucky Bag Bundle Boxes Sustainability-focused mystery bundle boxes offering discounted surplus and sample products. Available for lingerie, swimwear, and loungewear categories, containing mixed stock and sample items at reduced prices ($53 for lingerie and swimwear; $64 for loungewear). Targeted at price-conscious consumers and stock-clearing buyers.
• Guppyfriend Micro Waste Washing Bag Protective washing bag that captures microfibers released during washing of synthetic garments, preventing them from entering rivers and oceans. Made from 100% untreated polyamide, measures 50 x 74 cm. Targeted at sustainability-conscious consumers seeking to reduce microfiber pollution from laundry.
• TALIA Collection New maternity and lingerie collection (TALIA) launched in 2024, featuring bandeau bras, triangle bras, briefs, strings, tangas, and maternity bras in peach and blue colorways, available for pre-order with a 20% discount. Targeted at women including expectant and new mothers.

Quantifiable outcome

• CO2 emissions up to 94% lower compared to conventional cotton farming when using organic cotton
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stripe & Stare: UK-based sustainable underwear and loungewear brand using TENCEL Modal and recycled materials. Direct competitor in eco-friendly intimate apparel with similar price points, DTC strategy, and emphasis on ethical manufacturing.
• WAMA Underwear: US-based sustainable underwear brand using hemp and organic cotton for bras, briefs, and loungewear. Comparable through alternative sustainable fibers, DTC focus, and target audience of eco-conscious consumers.
• Organic Basics: Copenhagen-based DTC sustainable essentials brand selling underwear, leggings, and basics made from organic cotton and recycled materials. Directly comparable due to shared Nordic origin, sustainability-first positioning, similar pricing tiers, and DTC e-commerce model.
• Negative Underwear: US DTC intimate apparel brand offering bras, bralettes, and underwear emphasizing comfort, simplicity, and ethical production. Comparable as a digitally-native alternative intimate apparel brand with similar product mix.
• Nudea: British sustainable lingerie brand selling bras, briefs, and sleepwear using recycled fabrics and biodegradable materials. Comparable as a DTC intimate apparel brand targeting ethically-minded consumers with multi-product portfolio.
• Boody Eco Wear: Australia-based sustainable basics brand producing underwear, loungewear, and socks from bamboo viscose. Comparable through DTC e-commerce, sustainable material focus, and broad international shipping similar to Underprotection.
• Modibodi: Australian period and incontinence underwear brand with reusable leak-proof designs. Comparable via the Penelope period wear line, both targeting the same high-growth reusable menstrual product category with sustainable positioning.
• TomboyX: US-based gender-inclusive underwear, loungewear, and intimates brand using sustainable materials. Comparable as DTC apparel brand with strong values-driven positioning and similar product categories including swimwear and loungewear.
• MeUndies: US DTC underwear and loungewear brand with subscription model and broad product line. Comparable as digitally-native intimate apparel brand with loungewear expansion, though less focused on sustainability credentials.

Broad incumbents

• Patagonia: Established US outdoor apparel brand and B Corp with deep sustainability credentials, recycled materials, and take-back/repair programs. Comparable as a broader sustainable apparel incumbent whose ESG playbook (B Corp, supply chain transparency, repair programs) Underprotection's strategy mirrors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/underprotection.eu
• Instagraminstagram.com/underprotection
• Pinterestpinterest.dk/underprotection
• TikToktiktok.com/@underprotection.eu?lang=en
• LinkedInlinkedin.com/company/underprotection

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

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 Underprotection - Ethics & Aesthetics