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Founder Jonathan Shokrian Talks MeUndies

“We’re carved out this lane,” said MeUndies chief executive officer Jonathan Shokrian. “We’ve created a voice that’s unique in the space.” The membership-based brand delivers underwear to consumers’ doors. Since it was founded in 2011, the L.A.-based company has sold 12 million pairs. It’s $16 a month for men’s, $14 for women’s. And these days, they’re selling much more than the undergarment. They have socks, loungewear, from robes to onesies, accessories like slippers and for women, bralettes. “We don’t want to take ourselves too seriously,” shared Shokrian. This year, they launched matching scarves for customers — and their pets. They have baby onesies, too. “We like to have fun.” The idea for a subscription model was born when he was living in Dallas, packing for a European trip and realized he simply “didn’t have enough underwear.” There was a gap in the market, he thought, and nothing available to make the consumption of the item easy. “It felt like the whole process was broken.” He also wanted to change the way people felt about the undergarment. It was all pre-Instagram. “The primary driver was advertorials and press,” he said of growth. He wanted to target the consumer who was looking for “alternatives to what

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