avluv is owned and run by Johanne Vinter and Alexandra Kitching, and is based in Berlin, Germany. 

We design the underwear based on our community’s feedback here in Berlin, then work together with a lingerie designer in Latvia, who turns our sketches into gorgeous, wearable pieces. These are then sewn into the beautiful avluvs you know and love, by a highly-skilled, all-women team, also in Latvia. 

Our TENCEL is a branded lyocell fibre: the raw material is wood pulp, processed using a closed-loop system that recaptures and reuses the solvents rather than dumping them. The fibre itself is licensed by an Austrian producer, but our fabric is milled in China, which is where a lot of TENCEL-certified fabric production actually happens globally, whether brands say so or not. We're saying so.

Gitte, our high-rise full-bum brief, pairs that TENCEL with a fine mesh for extra breathability. Ingrid, our mid-rise cheeky, pairs it with Italian lace, sourced from long-established lace houses that still do the fine, stretch-capable work that means it moves with your body instead of just decorating it.

Where your €35 goes. We're not going to pretend this is a cheap product, because it isn't cheap to make properly. Sustainable, luxury fabric; fair factory labour in Latvia; pattern development, small-batch production runs (we don't order in the volumes that let big brands squeeze prices down); packaging; and (as of august) new EU packaging compliance costs that apply to us the same as they'd apply to a company a hundred times our size. What's left is what funds the next collection, because we're self-funded and every euro works twice as hard.

Most underwear brands would rather you not ask where it's made, who's paid what, or why the gusset never fits right. We started avluv out of genuine fury at how bad the industry standard is, and we vow to always be honest about our decisions, where we produce, and who’s sewing our clothes. And if anything is still unclear, just email us!