It may be that there are already enough underwear brands. Lukas Frei, the founder of moi-basics, was never entirely happy with the offer. He doesn't like big logos on the waist band. With the more stylish, reserved brands, the models often appear a bit traditional. There are underwear that don't provide enough support exactly where you actually need it. Others that fit perfectly when you put them on in the morning, but are worn out in the evening. Or those that you feel constantly, when walking, standing, sitting.
He then asked around extensively among his family, friends and acquaintances. He wrote questionnaires for women and men, distributed them widely, asked questions and, above all, listened. It was very insightful to see what bothers people about their laundry, or what they want but can't find anywhere. And he also realized that he is far from alone with his demands.
What would the perfect underwear be like? The design should be reduced. An effortless look, the branding understated. The materials and workmanship are of outstanding quality. With the best wearing comfort and fit. It should be easy to care for and long-lasting. And the underwear should be consistently sustainable. Fair working conditions and short distances from raw materials to the finished product.
These were exactly the criteria according to which Lukas Frei designed, developed and produced the moi-basics laundry line. After fifteen women and thirteen men had extensively tested the respective collection, the very last details in the cut were adjusted. The fine rib made of 12% elastane and 88% Tencel Micro Modal fabric is produced in Vorarlberg and processed in a small family business less than 260km away on Lake Maggiore. The collection was finally launched in March 2020 and has been continuously expanded since then, motivated by the positive feedback from customers.
The moi-basics underwear cannot be returned for hygiene reasons and will be sent directly.
