HAZE UNDERTHINGS

Staunch advocates for thrifting and recycling, founder Leonie Bleasdale recognises that while many items can be purchased second-hand, underwear is a rare exception.

Enter Haze Underthings. Founded, cut and sewn in London, their mission is to redefine everyday women’s underwear, while seamlessly blending environmental stewardship with premium basics. Utilising sustainably sourced hemp and organic cotton, the team have tirelessly refine and meticulously engineer their garments to ensure each piece flatters, supports, and enhances.

Connecting their unique ethical lingerie collection to a global customer

Haze Underthings saw the need to connect their unique ethical underwear collection to a global customer, keen on buying sustainable undergarments. Having self-built their first-generation e-commerce store on Shopify, the team quickly realised that in order to grow direct sales to the next level and attract the right kind of wholesale stockists they would need to improve the feel and functionality of their store’s overall design. The objective was unambiguous: the site needed to reflect the integrity, authenticity, and dedication that Haze bring to the world of ethically produced underwear.

meticulously designed to mirror Haze Underthings' ethos and narrative.

Marrying the versatility of a carefully selected Shopify 2.0 theme with Haze’s contemporary brand identity, the end result was a fresh e-commerce site that was visually stunning, optimised to tell brand stories and drive conversion. This blend was important to ensure that the project stuck to the budget without compromising on functionality.

introducing their ethical underwear to a new set of bottoms

While Haze’s roots remain firmly grounded in the UK, the launch of their Shopify 2.0 website has unlocked global customers, introducing their ethical underwear to a new set of bottoms. The platform's success isn't just quantified by boosted sales, it's in the community it's fostered, bridging like-minded individuals who champion sustainability without sacrificing style.

An E-commerce site comes to life with a well-captured campaign

Even though Haze Underthings was a new start up, it had a strong vision of what their imagery should look like. The campaign, was designed, to showcase the various body shapes women actually have, which also embodies the spirit of Haze.

Photography by Jessica Griffiths.