Well Made

24 Rebranding Your Underwear Drawer with Jonathan Shokrian, founder of MeUndies

Episode Summary

MeUndies founder Jonathan Shokrian lets us in on the ethos behind the new MeUndies rebrand and how the brand is scaling to become more mission-based, without losing their sense of humor.

Episode Notes

In 2011, with the rise of direct-to-consumer brands like Everlane and Warby Parker, Jonathan Shokrian started MeUndies to make it easy and fun to buy underwear. Now, six years later, they're anticipated to sell 4-5 million pairs of underwear this year.

As they scale, change and flexibility are pivotal to keeping the brand fresh and their customer base engaged. Their home page changes a few times each month and they design new packaging for each season. It's all an effort to build a community and they're pushing their mission even further with a brand new rebrand.

On this episode, Jonathan talks about his early incubator days working alongside the founders of Dollar Shave Club and Dog Vacay, company culture, shifting to a more mission-based platform, and not taking things too seriously.