Former creative agency CEO starts gender-free, sensory-friendly underwear brand
Andrew Whittle, former CEO of Dynamix, has launched Being, a new Australian underwear brand focused on comfort, inclusivity and universal sizing.
The announcement:
One of Australia’s top creative minds has swapped campaigns for comfort to launch a bold new underwear brand that’s tearing up the rulebook on inclusivity, sustainability and sizing. Being, the first Australian underwear label designed to be gender-free and sensory-friendly, is the brainchild of Andrew Whittle, former CEO and partner of independent Sydney creative agency Dynamix.
Having spent decades shaping campaigns for major brands including eBay, Monde Nissin, FOXTEL, Unilever Food Solutions, Virgin Mobile and Samsung, the founder saw an opportunity to do what few in the industry have dared – turn his branding and design expertise toward a category that, by his own admission, “hasn’t evolved fast enough.”
“I saw an industry stuck in outdated norms around gender, fit and sizing and realised I could do better,” said Whittle. “This wasn’t just about launching another underwear label, it was about rebuilding it from the ground up for the next generation of consumers.”
What started as one dad’s mission to help his daughter find a comfortable pair of underwear has evolved into a game-changing new Australian brand that’s rethinking fit, form, and freedom for our most essential layer.
With first-hand experience of the daily discomfort so many people face with sensory sensitivities, Whittle set out to reimagine underwear with purpose. Being focuses on universal sizing, clean aesthetics and inclusive design principles, doing away with traditional gender binaries and sizing that often excludes or misrepresents bodies.
The brand’s launch collection features sensory-considerate seams, soft-to-skin fabrics, and an intuitive sizing model that reflects how people actually wear underwear today.
“We approached this like a creative brief,” added Whittle. “What would underwear look like if you started with comfort, inclusivity and simplicity? The answer is Being.”
The market is ready.
A global survey of more than 4,000 Gen Z students across Australia, the UK and the US found 45% want brands to market gender-neutral clothing more explicitly, and 62% of all fashion consumers believe brands should offer more gender-free options. Being launches today, and is available for shipping across Australia, New Zealand, and the UK.
Source: Salted
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