In October, sustainable underwear and sleepwear brand Nudea celebrated its fifth anniversary. Launched in 2019 just before the world would be reshaped by a global pandemic, Nudea has since earned a reputation for championing comfort, sustainability, and style in the industry. To mark this milestone, Nudea hosted a wellness-themed event for media and influencers in London, featuring tea-making, a guided stretch session and a relaxing gong bath. We sat down with CEO and founder Priya Downes to discuss the brand’s journey, its impact and vision for the future.
Congratulations on Nudea’s fifth anniversary! Starting a brand just before the pandemic must have been quite a challenge. How did that shape the journey for Nudea?
Priya Downes: Thank you! It’s been quite the journey. Wellness and community have always been central to Nudea’s ethos, but the pandemic gave us a unique opportunity to redefine what that means for our customers. From the beginning, our commitment has been to offer women a perfect blend of fit, comfort, and style—no compromises. We want women to feel empowered every day, starting with what they wear closest to their skin. Our pieces are crafted with high-quality, sustainable fabrics that stretch, move, and feel kind against the body—a sort of wearable wellness that’s now part of our DNA. It’s been amazing to celebrate this milestone with the Nudea team and reflect on how far we’ve come.
Nudea has built a strong reputation for sustainability. How have attitudes towards sustainability evolved since Nudea’s launch?
Downes: It’s been a real shift. In the last five years, sustainability has gone from “nice-to-have” to a necessity, especially as regulations like the EU’s Digital Product Passports push companies toward transparency and responsibility. From day one, we wanted Nudea to reimagine underwear as a category deserving of more care and attention. That’s why we champion sustainable practices, like bra recycling for any brand of bra to keep old bras out of landfill, publishing our annual Sustainability Report and carbon emissions per product, as well as achieving B Corp certification early on in the brand’s journey. B Corp, in particular, holds us accountable and challenges us to do better—not just for the planet but for the people on it.
Since Nudea’s launch, the brand has expanded beyond bras and briefs. Can you tell us more about your product journey?
Downes: Absolutely! The shift in consumer priorities, especially since lockdown, has leaned heavily towards comfort, which plays directly into our ethos. Our product range has grown to include non-wired and seamless styles, and we’ve added fabrics like organic cotton for a soft, natural feel. In 2022, we launched our first capsule sleep collection, crafted from 100% organic cotton. This collection took off quickly as customers loved the versatility; pieces can be worn as cover-ups on holiday or for cosy lounging at home. Looking ahead, we’re planning to explore even more categories in loungewear and intimates, using innovative fabrics designed to promote skin health and wellness.
What have been some of the challenges of growing a brand in this landscape, particularly when it comes to securing investment?
Downes: Raising investment has been one of the biggest challenges, especially post-pandemic. At the height of the DTC boom, there was a lot of hype around consumer brands, many of which had inflated valuations. Now, with high-interest rates and investors being more cautious, it’s tougher to secure funding. But it’s not necessarily a bad thing. The brands that thrive today are forced to grow responsibly, focusing on both top-line and bottom-line health. For Nudea, raising investment was about finding the right partners who believed in our sustainable, inclusive vision as much as we did.
Five years in, what’s next for Nudea?
Downes: Our journey is just beginning. We’re excited to keep innovating in product and sustainability, but equally, we’re focused on empowering our customers to create lasting, positive shopping habits. We want to continue leading the way in sustainable practices, expanding our wellness-focused offerings, and, ultimately, inspire women to feel comfortable, empowered, and balanced in their lives. Here’s to the next five years and beyond—growing Nudea’s impact one thoughtful choice at a time.
As Nudea looks to the future, Downes’ vision is clear: creating beautiful, sustainable products that help women feel at their best while making responsible choices for the planet. Five years in, Nudea’s journey continues to redefine comfort, one stitch at a time.
