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Inspired by reality

Inspired by reality

Inspired by reality

Inspired by reality

"When exercising, sweaty and chafing underwear is just horrible"

Saara has had a hard time finding underwear that can withstand hard training and several washes.

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Columns by

Eleanor Finch

Doomscrolling: from global despair to sore butt

Doomscrolling: from global despair to sore butt

The act of compulsively scrolling through endless bad news, often late at night, long after it’s useful, healthy, or even mildly rational. Symptoms may include dry eyes, existential dread,..

Why you shouldn't buy the cheapest – and is expensive the same as valuable?

Why you shouldn't buy the cheapest – and is expensive the same as valuable?

There’s a certain kind of logic that feels almost rebellious these days: expensive is not the same as valuable. Where expensive shouts as loudly as possible, "Look at me! I paid too much for this, ...

The naked truth: why 10,000 people can’t be wrong

The naked truth: why 10,000 people can’t be wrong

Trust is a tricky thing—impossible to measure, entirely subjective. At our core, we want to believe what people tell us, but in a world where every photo is filtered and every sentence could be AI-...

The Art of Singular Focus

The Art of Singular Focus

Every now and then, I find myself pondering a question: What happened to specialization? Not to be dramatic, but the relentless march toward diversification has turned once-proud brands into chaoti...

Not Just About Boxers

Not Just About Boxers

It started with a silly comment from a male friend of mine: “Boxers are like coffee: everyone has their favorite, but not all are created equal.” Hardly Aristotle material. Over the years, I’ve see...

Why Dig Deeper (Or Why Dig at All?)

Why Dig Deeper (Or Why Dig at All?)

For the longest time, I believed perfect underwear was a myth—a bit like unicorns or reliable Wi-Fi. Then one morning, standing in my closet, I found myself silently taking stock of my lingerie col...