In a world where underwear is everywhere you look - plastered on billboards, packed into drawers, popping up on your Instagram feed - finding the right pair can feel oddly stressful. Don’t worry: we’re here to make it easy. Welcome to your go-to guide to choosing women's underwear that feels good, looks good, and does good. Whether you're shopping for seamless underwear, tummy control underwear, or simply an ethical underwear upgrade, we've got you covered (literally).
The first thing to decide? Shape. Are you a thong devotee, a brief loyalist, or a Brazilian brief convert? Shape is personal, and there’s no right answer - only what feels best for you and works with your outfit (and mood).
Each style is made with you in mind - breathable, flexible, and designed to stay put.
Let’s get practical. Beyond shape, ask yourself: what do I need from my underwear today?
Something you forget you're wearing? If you're after that ultra-soft, second-skin feel, our Softskin Brief, Softskin Thong, and Softskin Shorty are your new best friends. These are perfect for underwear lounge days, busy mornings, or slipping under your yoga leggings for sweat-wicking comfort.
A little more support? If tummy control underwear is what you're after, meet our Contour Brief, Contour Thong, and the sculpting hero: The Sculpt Pant. These designs give gentle shaping without any uncomfortable digging or pinching, thanks to seamless technology and our signature smoothing fabric.
Something good for your body and the planet? All our underwear is made with sustainability at heart. Think ethical underwear that’s sweat-wicking, breathable, and kind to your skin (yes, every pair features a cotton gusset for intimate health). It’s women’s underwear that works as hard as you do.
Now for the best bit: colour and fabric. We know sustainable underwear doesn't have to be boring. Whether you're building underwear sets or treating yourself to a new shade, there's something here for every drawer:
As a small business, we design intentionally, producing what we know our customers want. But we’re always listening. Is there a colour, fabric, or style we’re missing? A style you want to see? We’d love to hear from you - your feedback helps us create underwear that’s truly made for you.
Choosing underwear shouldn’t feel like a chore. Start with your shape, consider what you need from your underwear, and finish with colours that spark joy. With seamless underwear that's sustainable, ethical, and oh-so-comfortable, Heist is here to make your top drawer your happy place.
Sign up for exclusive offers
10% off your first order
We understand life moves fast, and we're right there with you - with tights and shapewear that keep up… Our products are designed to give you the freedom to shape how you're feeling in the moment. Life. Made seamless
Ready to Match?
What is nude? We have a data-backed answer. Heist is constantly investing in true representation, and we've got a match, just for you.
