the story

told by Lukas Frei
founder moi-basics GmbH

Even though there are a multitude of underwear producers out there, I’ve never been entirely satisfied with what’s on offer. I’m not into the bold branding on my waistband nor the slightly old-fashioned appeal of the more sophisticated and understated brands. I’ve had underwear that lacks appropriate support exactly where it’s needed, ones that fit perfectly in the morning but sit loose by the evening, and others that you can feel constantly while walking, standing or even just sitting.

After broaching the subject to female and male friends and family members, I developed surveys for women and men with many questions, distributed them, asked for more detail and above all, listened closely. It was extremely interesting for me to learn what people didn’t like about their underwear. Or what they would like but couldn’t find anywhere. In this process, I also realized that I’m definitely not alone in wanting these above-par undergarment standards.

So what would make underwear perfect? The design would need to be reduced and basic and possess an effortless style with understated branding. The quality in material and manufacturing would have to be exceptional, as well as the comfort and fit. This underwear would have to be sustainable in material and production, with fair working conditions and short distances from the source to the finished product.

These were exactly the criteria by which I designed, developed and produced the moi-basics underwear line. After fifteen women and thirteen men tested the collections extensively, the last details were modified and I was able to launch in March 2020. Since then, encouraged by the positive feedbacks of my customers, I continuously extended the collection with new styles.

If you have any questions or suggestions, please don’t hesitate to contact me: