How We Found the Perfect Match: MeUndies x Good Store
How the Awesome Undies Club is doing underwear right—and why we're thrilled to partner with MeUndies. By LJ, CEO at DFTBA.
Over the years, the Awesome Socks Club has delivered a lot of joy (and done a lot of good in the process). Sock by sock, we’ve helped fund the Maternal Center of Excellence, now open in Sierra Leone’s Kono District. Along the way, the customer reviews, photos, and stories from the community never stopped making us smile.
At some point, we started wondering: what’s next?
Good Store’s community clearly loves wearable art—bright, joyful, meaningful designs from independent artists. So when survey after survey came back suggesting that undies could be the next great canvas for that art…we couldn’t resist.
And what if those undies matched the socks? That sounded even better.
So we gave it a whirl. We contacted factories directly, sent over artwork, discussed fabrics, and waited for samples. The notes we sent back weren’t exactly… professional. Our team included exactly zero apparel designers or pattern experts. When the first prototypes arrived—boxers and something we optimistically called “cheeky briefs”—the results were, well, cheekier than expected. We sold a small batch, asked for community feedback, and the verdict was unanimous: we were not underwear designers.
At that crossroads, we had a choice: Hire experts and build an apparel division, or find a great partner who already makes undies that people love. We chose the second path.
How Good Store Partnered with MeUndies to Create Feel-Good, Do-Good Underwear
After plenty of research (and maybe more than a few hours spent reading internet underwear reviews), one brand stood out: MeUndies. Their products, quality, and mission-driven culture aligned beautifully with ours. We reached out to see if they’d ever consider a private label partnership with Good Store.
To our delight, the MeUndies team, led by President Ariel Stoddard, said yes. Ariel believed in the idea of letting that magical UltraModal™ fabric become a canvas for Good Store’s independent artist designs. Together, we could make people feel good while they do good.
Once the partnership was underway, I checked in with Hank about which undies styles might work best. His reply:
“This is so exciting!! You have, by chance, selected the exact underwear that my wife gets — the FeelFree Hipster. Excited!”
Same, Hank. Same. The FeelFree Hipster is a fan favorite for a reason.
The MeUndies x Good Store Launch: How Our Community Made It a Sellout Success
When the new MeUndies x Good Store collection launched, Hank and John shared it with the community, and it sold out in under 24 hours. We’re now rebuilding inventory slowly and sustainably, but the early reviews are glowing: people love the combination of art, comfort, and impact. We’ll keep listening, learning, and bringing you more ways to wear what you believe in.
A huge thank you to the team at MeUndies for saying yes to Good Store; this partnership helps us to continue doing good, and that feels even better than we could have hoped.
