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For whatever reason, buying new underwear is always gratifying, yes? Even when it's not the sexiest style like a cotton bikini or seamless thong, there's something about a fresh pair of skivvies that sparks joy. If you're thinking to yourself, underwear is underwear, what are you talking about? Then, perhaps you'd be more enthralled by a cute pair from a small or independent lingerie brand? From bold and bright colours to simple and comfy cuts to superpretty and feminine details, there are tons of cool underwear brands out there with unique styles to peruse. Think high-cuts á la the '90s, ruffled and lace designs (hello, French-girl vibes!), and even comfy-cute takes on boxers and tidy-whities.
Whether you're overhauling your lingerie drawer or in the mood for a bright, lacy, or mesh little number to elevate your mood, underwear is always a solid purchase. You're guaranteed to get a lot of wear out of bikinis, thongs, briefs, a cheeky cut, or whatever your go-to underwear style is. Maybe you like to rotate through a few silhouettes depending on the occasion or outfit. Or, your ideal form of "lounge attire" is a comfy sweatshirt, cosy socks, and a cute pair of boyshorts. Perhaps laundry isn't in the cards for you at the moment. No stress. A new pack of undies can help get you through a few more days.
Ahead, scroll on for our edit of cute, comfy, and straight-up practical underwear from small and independent lingerie brands. Not only will you be upgrading your underwear drawer, but you'll be supporting a brand where every purchase makes a difference.