02 Feb 2024

New at Pure for 2024: Nudea

Nudea is a thoughtful curation of underwear & sleepwear created from natural and recycled materials. Each piece is purposefully designed with the perfect fit in mind. Born from a desire to offer the functional, the necessary and the purest form of comfort, Nudea aims to provide the best foundations to support unique personal style while ensuring that the layers closest to the skin feel the most supportive, comfortable and flexible.


As a brand, Nudea is passionate about leaving the world in a better way. It is this belief that inspires Nudea’s sustainability practices and pledge to support its community of like-minded women by empowering customers to make positive changes, no matter how small. For a more sustainable and balanced future. To create an understanding that this change starts with self-care.


B Corp certified since 2022, Nudea was established in 2019 with sustainability at the brand’s heart. From the outset the brand’s ‘Buy Less, Care More’ sustainability pledge encourages consumers to buy less but buy better. While other initiatives include inclusive sizing using diverse models, audited factories with high ethical standards,  intelligent features to prolong product life and maximise wearability, GRS and GOTS certified fabrics, carbon neutral products delivered in responsible packaging as well as bra recycling offered to all customers.  


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Nudea’s CEO & Founder, Priya Downes, explains more about the brand: “After working in the luxury fashion industry for over a decade, I felt uninspired and unsupported by my underwear. That’s when Nudea was born. With a focus on finding the perfect fit, Nudea is a conscious collection of elevated everyday basics that are as stylish and supportive as they are sustainable. As a brand that focuses on buying less and buying better, we don’t tend to build our collections around trends, rather we evolve with our customers as their needs change.”


“We’re delighted to be part of Pure for the first time. And we’re bringing some exciting new collections to Pure including our first ever Organic Cotton Underwear Collection, an expansion of our popular Tencel Seamless Range and new colourways and prints in our best-selling Organic Cotton Sleepwear. For boutiques in particular, our Sleepwear and Seamless ranges offer simple sizing from XS to XXL which is an easy proposition compared to over 40 different sizes for bras.”


Visit Nudea at stand E37 at Pure London x JATC, from Sunday 11 February to Tuesday 13 February 2024


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