Well Made
Jonathan Shokrian, MeUndies: Rebranding Your Underwear Drawer – Well Made E24
June 28, 2017 · RSS · Apple Podcasts
Underwear is a necessity, but that doesn't mean it can't be fun and super comfortable. In 2011, with the rise of direct-to-consumer brands like Everlane and Warby Parker, Jonathan Shokrian started MeUndies as a solution to buying fun underwear online. Now, six years later, they're anticipated to sell 4-5 million pairs of underwear this year.
As they scale, change and flexibility are pivotal to keeping the brand fresh and their customer base engaged. Their home page changes a few times each month and they design new packaging for each season. It's all an effort to build a community and they're pushing their mission even further with a brand new rebrand.
On this episode, Jonathan talks about his early incubator days working alongside the founders of Dollar Shave Club and Dog Vacay, company culture, shifting to a more mission-based platform, and not taking things too seriously.
Logo before/after:
New branding launch video:
You can follow Jonathan on Twitter and follow MeUndies on Twitter and Instagram.
Mentioned on the episode:
- Sweetgreen
- Kooples
- Science
- Dogvacay
- Dollar Shave Club
- Asana
- Cross Colours
- MeUndies rebrand
- LA Pride campaign
- Eddie Huang campaign
- Sean Percival's post on Sub Commerce
Header image via Stereo Champions
You can find this and all future episodes on iTunes, Google Play, and here on the Lumi blog. This episode was edited by Evan Goodchild.
