Full Coverage, Low Prices: Our CEO Lisa Talks About Our New “No Brainer” Underwear
Sometimes there are days when you have a few extra moments to really ponder your outfit. You strategically pick out a beautiful silk blouse, you carefully select a pretty pair of underwear, you’re thoughtful about your skirt choice. Other days, no. Not so much. That’s why Uwila Warrior created the No Brainer.
A higher waisted, tagless, no frills underwear, the No Brainer is our new staple of reliability, and to give you a look at our decision-making process and more, we Q&A’d our CEO Lisa Mullan. Turns out, a lot of thought goes into something called the No Brainer…
Sum up our need for the No Brainer. What purpose does it serve?
When we develop new products for Uwila Warrior, we think of our underwear drawer. What are the key pieces she needs (and wants) in her rotation that isn’t already there? That’s what we are interested in making. The No Brainer is exactly that, a "No Brainer"—for when you are running 100 MPH and have three minutes to get dressed and out the door. Your underwear decision process and wearing experience should be the last thing to get in your way. We wanted to answer, what is the lock and loaded underwear piece that will work under any outfit? The No Brainer. It's stretchy, it's full coverage, it won't leave panty lines, and it does not have any stitched seams; just thermowelded side seams. (This is what thermowelding means.)
How is it different from the rest of UW's underwear?
The No Brainer is more utilitarian in that it is missing embellishments or lace. It’s a very straight forward functional pair of underwear—so functional and comfortable you'll forget you're wearing them. The rise of the cut is also higher, so it's a little bit of a different cut from our other hipsters. The fabric is also different, but like our other fabrics, it's smooth and has a silky touch. That said, like all of our underwear lines, it fits perfectly on your body no matter what challenges your day brings.
Why is the price point lower?
The price point is lower as it is missing lace and embellishments; it's truly a very plain and simple workhorse for your underwear drawer. The idea is to make a functional and comfortable underwear without bells and whistles in the look, so that we have an entry price and product that is affordable to even more women. The higher price point has been a barrier for some women to try our products. If they try, and like, the No Brainer, it's a good experience and they will hopefully come back to try our other products.
Tell us about how you size up—what UW does, that other retailers don't when they go up in size.
For our sizes XL and above, we don't just scale up our size larges; a woman's proportional shape changes as you move into this size range. The process of adding size XL and above was actually started last September and this past year has included numerous fittings and wear tests with plus size models. All said, we are beyond thrilled that we are just now receiving these products and our plan is to roll in XL up to 4X across all new products that we deliver.
Aside from the No Brainer, what are some of your tricks to getting out the door quickly in the AM? :)
- Ditch making your bed (if you're that busy, you'll just fall into it asleep from such a rigorous day).
- Shower the night before. Wear your Happy Seams cami and silk underwear to bed. When you wake, switch to a No Brainer and you're halfway dressed. Brush your teeth, and you're ready to rock and roll.
- If you have long hair, learn how to make a neat quick bun or loose braid. Nobody will know you slept on wet hair or that it’s Day 2 without washing your hair.
- Wear a dress. You'll spend less time coordinating separates as a dress takes care of both the top and bottom of your outfit.
Shop Best Sellers
Perfect Fit Promise
We also offer a Perfect Fit Promise so we can make sure your underwear fits like a glove. If you don’t love your first pair of Uwila Warrior underwear, we’ll send you a different size or style of a similar price point, free of charge. Plus, you can keep your first pair.
DAY IN BRIEF: Tamar Miller, Founder & CEO of Bells & Becks
Next in our Day in Brief series is Tamar Miller, Founder & CEO of Bells & Becks. As the mom of teens and founder of a luxury shoe label, her ultra-busy schedule means her Saturdays are precious. Find out how she spends them, and let her convince you to start matching your undies to your shoes.