At the beginning of our avluv journey, we were fuelled with passion (mostly stemming from our rage at years of underwear discomfort) and a deep motivation to change the world. But there was a niggling doubt - were other women experiencing the these issues, was there actually a need for change?

To find answers, we launched a questionnaire, reaching out to over 200 women to gather their experiences with underwear. We asked about their style and fabric preferences, the various challenges they faced with their knickers, and we also left space for free expression. We wanted them to share not just their frustrations but also to tell us about the types of underwear they’d actually LIKE to buy and wear.

The results were eye-opening. We hadn’t anticipated that SO many women were dealing with the exact same issues, all desperate for a change. Almost 70% of respondents admitted they were wearing knickers they didn’t like-  ones that were causing genuine discomfort (flap-flossing, wedgies and chafing). 

When digging deeper into the feedback, the gusset consistently emerged as the standout problem. Respondents reported issues with both the narrowness and length of the gusset, leaving them feeling exposed and uncomfortable. It was clear: this WASN’T just a few women; it was a collective struggle shared by countless women. And it went further than ‘just’ fit and comfort. Respondents mentioned their mood and confidence suffering, either from the discomfort of the styles they prefer to wear, or from feeling resigned to having to wear frumpy granny pants. Reading around this subject, we discovered even more sinister trends: girls and women dropping out of sports because of uncomfortable underwear, and rates of labiaplasty increasing (among ever younger women) because of the mistaken belief their vulvas are too large, and need ‘minimizing’. 

This realization spurred us on. Knowing this was a widespread issue made us even more determined to create solutions that truly met the needs of women everywhere. We believe every woman deserves underwear that enhances her comfort and confidence - not constricts it.

As we move forward, we are dedicated to using these insights to inform our designs and develop products that prioritize fit, comfort, and a true understanding of real bodies. At Avluv, we firmly believe that your comfort is not just a personal journey; it's a shared mission. 

Stay tuned as we transform your feedback into a new standard in lingerie - one that reflects the voices of women everywhere!