Nudea

Nudea sells women’s underwear and swimwear focused on technically engineered bras, bralettes, briefs, and swim sets in cup sizes A-G. Price points sit in the mid-range: bras £38-55, briefs £16-22, swim separates £28-45. The brand trades only through its own e-commerce site and a single London fitting studio, keeping the model direct-to-consumer. Fit science is the headline: every style is developed from 3-D body-scan data on 500+ women, graded in 3-cm increments rather than industry-standard 5 cm, and road-tested for 40-hour wash cycles. The recycled-nylon “Support” bralette and the multi-way “Reclaim” bra with hidden sling construction are the best-known pieces, both using 80 % recycled yarns and plant-based elastic. Core shoppers are 25-40-year-old urban professionals who want wired-level support without wires and expect sustainable materials plus transparent supply chains. They value comfort for 12-hour days, travel, and low-impact living; Nudea’s carbon-footprint labels and take-back recycling scheme speak directly to those priorities. Nudea competes in the crowded “lingerie 2.0” space of direct-to-consumer, sustainability-led labels. It differentiates through data-driven fit precision, cup-size bralettes that genuinely support fuller busts, and a repair/recycle program—features rarely combined by either fast-fashion chains or heritage luxury brands.