At Understatement, lingerie is not designed to impress someone else. It is designed to make you feel like yourself. That shift in perspective comes from the brand’s roots. It was founded by two women, Marie Stolt and Maria Lager, who set out to change the way underwear is made, worn, and experienced.
Marie has a background in engineering and finance. Maria brings years of experience in branding and communications. Together, they launched Understatement in Stockholm in 2017 with a clear goal: to create underwear that supports the people wearing it. That support is not just physical, but emotional and ethical too.
They started with a rejection of the norms. No underwires. No stiff padding. No scratchy lace or outdated sizing. Instead, they focused on softness, breathability, and thoughtful fit. Every fabric is carefully chosen for feel and performance. Microfiber, airy mesh, and soft stretch lace are used to make pieces that feel as good as they look. Signature styles like triangle bralettes, seamless panties, and period-proof underwear are designed with intention, not to follow trends.
Because Understatement is female-founded, the design process begins with empathy. Marie and Maria know what it feels like to wear something uncomfortable. They know how important it is for lingerie to feel natural, not restrictive. Their experience shapes every decision. The cuts are made for movement. The seams are flat. The straps stay in place. It is underwear that works with you, not against you.
This perspective carries through to the way the brand shows up in the world. Campaigns feature real women, not edited versions of them. Stretch marks, skin texture, and natural curves are not hidden. They are celebrated. Understatement believes that comfort is not just a feeling. It is also about being seen and accepted as you are.
Sustainability is another part of the brand’s commitment. Understatement partners with ethical, mostly female-led factories. They use recycled materials like Econyl and ship in plastic-free packaging. Every detail, from design to delivery, is considered with care for both the planet and the person wearing the product.
Being female-founded at Understatement means building differently. It means creating a space where comfort is a priority, where women are listened to, and where underwear supports more than just your body. It supports your confidence, your choices, and your daily life.
Marie and Maria did not follow the industry’s old rules. They created new ones. And in doing so, they made space for a new kind of underwear. One that puts you first.
