Before their debut at the Wonderland Show in July Underlines talks exclusively to the founders of Understatement, Maria Stolt & Maria Lager, two women who are disrupting the traditional world of women’s underwear. Already featured in ELLE UK and creating a buzz among tastemakers and fashion insiders Understatement has secured a two-month pop-up at Printemps Haussmann in Paris . The UK is now one of their fastest-growing markets.
“Both of us have just turned 40. (Marie has a background in industrial engineering and financial mathematics, and spent her early career at Accenture and Carlsberg, diving into strategy and business development, while Maria has over a decade of experienced in PR & branding having founded a Swedish PR agency). Our combined experiences in stategy and communication laid the foundation for Understatement, which we founded in 2017.
We started Understatement at 32, powered by spreadsheets, gut instinct, and a shared vision to challenge outdated norms in the lingerie industry.
Why the world of intimates…?
Because it was, quite honestly, uninspiring. Most lingerie we saw was either outdated, overdesigned for the male gaze, or meant to be hidden – rarely created with women’s comfort or self-expression in mind. We saw a clear gap: where was the underwear that resonated with how modern women actually want to feel – comfortable, confident, and unapologetically themselves?
We started Understatement to flip the script. For us, underwear isn’t just about what’s underneath – it’s a statement. Designed to be seen, styled, and lived in. Our vision has always been to create bold, comfortable, and inclusive pieces that reflect the women who wear them – not the ones watching.
What is different about working in this sector?
Underwear is super personal, it’s the first thing you put on and the last thing you take off. It’s in direct contact with your skin all day, so if it’s uncomfortable or doesn’t fit right, you really feel it. That’s why it’s so important to us that our pieces feel good to wear and reflect real people. Comfort, inclusivity, and honesty are non-negotiable for us.
Unlike most fashion, underwear isn’t about trends or fast turnarounds. A great bralette doesn’t go out of style next season – it becomes a daily go-to. That’s a huge responsibility, but also a real opportunity: to design pieces that stand the test of time, that women come back to not because they’re new, but because they just work. It’s about creating essentials that feel anything but basic.
A Typical Week…in your life
Our weeks are full-on both strategic and very super hands-on, we’re involved in everything! From design and product development to marketing, logistics, and customer experience. One moment we’re deep in fabric discussions with the factory, the next we’re planning a campaign or reviewing customer feedback. It’s intense, yes – but also incredibly fun and rewarding. Being close to every part of the brand is what keeps us inspired and connected.
Your proudest moment to date?
Receiving heartfelt feedback from women worldwide who share how our brand has boosted their self-esteem by normalizing all body types, ages, and ethnicities in our communication. Knowing we’ve made a positive impact on their lives is incredibly rewarding.
Your biggest mistake
Not exactly a mistake, but definitely a memorable rookie moment. In our early startup days, we had zero experience in how to actually make underwear. We just knew what we were missing in the market—and the kind of bralettes and panties we wanted to wear ourselves.
Through some intense LinkedIn sleuthing, we found a factory outside Riga, Latvia, and jumped on a Zoom call. When the owner asked if we had “patterns,” Marie confidently explained our vision for bold colours -no wild prints or zig zags – only to realise she was talking about garment patterns, not prints.
They came back to us with a polite “thank you but no thank you.” Luckily, we managed to find a small factory that welcomed us despite our shortcomings in pattern design. Turns out, you can build a successful underwear brand without knowing what a pattern is – if you’re brave (or naive !) enough to start before you’re ready, and clear enough on where you’re going.
If you were not working in intimates etc, then what do you think you would have done instead?
Maria: I’ve always wanted to work with text and writing, so I probably would have continued down the journalism path.
Marie: I’ve always loved planning and finding smart ways to simplify everyday life – especially when it comes to travel. I think I’d be doing something that combines structure and creativity, like helping people make the most of their time or building tools that make the boring stuff a little easier. I’ve got a soft spot for both spreadsheets and good content -so probably something in between.
Any idea where you will be in 10 years time?
In 10 years, we hope Understatement will be the go-to choice for every woman’s first layer – underwear that not only fits her body, but her values. Whether that means expanding into new categories or simply reaching more women around the world, we’ll always stay true to what we set out to do: create pieces that make women feel good in their own skin.
We’d also love to be in a place where we can give back more – maybe through a foundation or initiative that support women beyond the product. We thrive on the rollercoaster of building something, and we know the road will keep changing. But as long as we’re proud of what we’re creating – our brand, our products, and the impact we make- we’ll be right where we’re meant to be. With a bit of luck, also with enough time and energy left for the people closest to us: our families.
What is your greatest challenge?
Scaling a brand while staying true to your values isn’t always easy. As we grow, we have to constantly make sure that sustainability and inclusivity aren’t just buzzwords, but things we live and breathe in every decision we make.
The one product you cannot live without?
Maria: The balconette bralette. The perfect mix of support without compromising on comfort. In my opinion, our best-looking silhouette right now.
Marie: The cut-out triangle- sporty, sleek, and just the right amount of sexy. I love how it’s minimal with a twist. And this year’s swimwear range, I’m obsessed. The new balconette is everything—supportive, sculpting, and bold. I’m a sucker for vivid colors, so Fiery Red and Matcha are on heavy rotation.
Time out?
Marie; Life right now is a mix of managing two small kids, squeezing in travel whenever possible, and carving out moments to reset my brain – usually through yoga or anything that quiets the noise. On a good day, it’s a glass of wine or a long walk with friends that keeps me sane.
Maria: I spend my free time with family and friends, trying to make the most of those moments. Traveling is also one of my favorite things, it always gives me energy and inspiration.
2025 highlights
One of the most exciting milestones this year has been the growing traction in the UK—now one of our fastest-growing markets. The response from customers, press, and retail has been incredibly encouraging, confirming that our mix of bold design, comfort-first fit, and progressive storytelling resonates beyond the digital space.
Our partnership with Purple PR has helped amplify our voice, with features in ELLE UK and buzz among tastemakers and fashion insiders. We’re also thrilled to be part of The Wonderland Show for the first time – an important step in deepening our presence and building new relationships with retail partners who share our vision.
Bringing Understatement to the Physical World
While we’ve built our foundation as a digital-native brand, we see a growing demand to bring Understatement into physical spaces – on our own terms. This year, we’re launching our soft-shop concept and modular Point-of-Sale system to help premium retailers bring our brand to life in-store.
We’ve also secured a two-month pop-up at Printemps Haussmann in Paris, which will serve as a reference case for future rollouts. For us, it’s not just about selling underwear – it’s about creating a brand experience that stands out on the floor: modern, inclusive, and emotionally resonant.
We believe the lingerie category is long overdue for a shake-up in retail. Understatement offers a fresh alternative: a first layer designed for real women, made to be seen.We’re excited to bring that experience to more shelves, with partners who want to grow something bold with us.
