Australian underwear brand, Being Wear, disrupting industry norms: Discover the innovative label making waves in the fashion world

In the summer of 2025, Australia welcomed a groundbreaking underwear brand – Being Wear. Founded by Andrew Whittle, the company was born out of a personal need to provide comfortable and affirming underwear options for his daughter, who lives with sensory sensitivities.

Whittle noticed that traditional boxers, often made for boys, were the only options available for his daughter when she expressed a preference for them. Recognising the lack of choices, he decided to create a brand that would cater to everyone, regardless of gender.

Being Wear keeps things simple by offering tops and bottoms instead of splitting products into men's and women's. This approach aims to take the guesswork out of shopping and ensure every person can find their perfect fit.

The brand's universal sizing system is a step towards inclusivity, addressing the sizing inconsistencies that often make shopping a challenge. Being Wear's mission is to rethink fit, form, and freedom for all bodies.

Sensory-considerate underwear isn't a luxury, but a necessary accommodation, according to psychologist Nina Krivoshev, known as The Neurospicy Psychologist. Seams, tags, and stiff fabrics can trigger sensory overwhelm, which can affect mood, focus, and even self-esteem. One in five Australians experience sensory challenges, making the need for better basics clear.

Being Wear's commitment to inclusivity extends beyond its product offerings. The brand is the first in Australia to launch gender-free underwear, challenging the outdated gender categories that can make underwear shopping confronting for non-binary people and those exploring their gender identity.

The brand's use of modal, a fabric made from renewable beech tree pulp, adds another layer of comfort. Modal is breathable, lightweight, and naturally soft, making it ideal for sensitive skin.

Being Wear is available for shipping across Australia, New Zealand, and the UK. Customers can shop without judgment and choose the pieces that feel right for them on the Being Wear website.

Whittle believes that Being Wear won't be the last to launch this type of product, suggesting a future of freedom and inclusivity in underwear. A global survey of 4,000 Gen Z students found 45% want brands to market gender-neutral clothing more explicitly, indicating a growing demand for brands like Being Wear.

In a world where everyday items like underwear can be a constant source of distress, particularly for children and neurodivergent people, Being Wear is introducing a much-needed solution. The brand is not just a business; it's a movement towards a more inclusive and considerate future.

Australian underwear brand, Being Wear, disrupting industry norms: Discover the innovative label making waves in the fashion world