Comfort. Quality. Conscience.

At the heart of everything we do.

Humble beginnings

Soft underwear is underrated and difficult to get hold of. We got tired of large European underwear houses coasting on their brands, failing to bring you a premium product to slip into every morning. So we decided to create something better, something new.


Back to basics

In an era of fast fashion we're doing things differently. At the heart of Sloanie is a core line of underwear that we think are just about perfect.


Today's luxuries for tomorrow's world.

Everyday luxuries

The first thing you put on, and the last thing you take off: most people spend two thirds of their life wearing underwear*. So, they shouldn’t be an afterthought. Start every day with confidence and comfort, and end each day feeling fresh and free.

*Sleep in your undies? Make that almost your entire life!


Sustainable without compromise

You don’t need to compromise on quality or comfort to live sustainably: we didn’t want to make the next soggy paper straw. Instead, our line of basics provide you with both the highest quality, softest garments, and a clean conscience.

The fibres used to make our super-soft undies are produced from responsibly managed forests in Austria and across Europe by an industry-leading sustainable fibre manufacturer.


We can prove it

We firmly believe in transparency and traceability. That’s why we built a supply chain that has sustainability and ethical production woven through each stage.

You can learn more about our sustainability efforts here.


We considered the impact on our environment at every stage: from design, production, packaging and delivery to your top drawer.

Learn more about our commitments to sustainability.



Once you've fallen in love with your super-soft undies, it's important that you look after them. Don't worry, it's not too tricky.

Learn more about how to care for your Sloanie undies.


Get in touch

We would love to hear from you: whether you have a burning question, a recommendation, or just want to say hello.

Get in touch with us today.