Jul '25 • Share Valuable Strategies 🚀
MeUndies Case Study: How a Subscription Underwear Brand Built Loyalty and Profits
When MeUndies launched in 2011, they set out to disrupt one of the most boring essentials in our drawers: underwear. But their approach was anything but dull.
Founded by Jonathan Shokrian, MeUndies started as a subscription-based DTC brand with a mission to make super-soft, sustainably made underwear, and to turn the most routine purchase into a feel-good moment. By 2017, they had shipped over 10 million pairs and steadily grew a loyal following with bold prints, inclusive sizing, and community-first marketing.
How They Built an Audience
- Subscription model: Predictable revenue + customer retention built in.
- Bold, playful branding: Campaigns embraced comfort, body positivity, and self-expression.
- Relatable UGC: Customers regularly post themselves in MeUndies, normalizing real bodies and boosting trust.
- Strong email flows & retention strategy: Personalization + subscription incentives made them masters at LTV.
Lessons for DTC Owners
- LTV is everything. A strong post-purchase journey is key to long-term profit.
- Own your tone. Humor, voice, and authenticity helped MeUndies stand out.
- Community is the campaign. Let your users be the faces of your ads.
- Reduce decision fatigue. With easy bundles and memberships.
Why Their Marketing Works
- Emotional triggers (comfort, self-love, inclusion)
- Creator-first and customer-led content
- Recurring model. It's a product people need regularly
How would your brand change if you had a subscription model? Would it improve your retention and ad ROI?
Drop your thoughts below 👇 Let's brainstorm how to make your customer base stickier.
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MeUndies Case Study: How a Subscription Underwear Brand Built Loyalty and Profits
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