Explore our collection

The first run is 50 pieces, cut and sewn in a small studio in Lithuania.

Teal is where we started. More colours, and a boy short, are in development.

DESIGNED, CREATED AND TESTED BY WOMEN, FOR WOMEN

"It started with my own skin. I spoke to more than 160 women about the same daily problem: underwear that digs, itches and needs adjusting all day. What they told me shaped every decision: no elastic at the waist or legs, edges folded from the fabric itself and stitched flat, a full-width gusset. The pattern was then refined by an underwear designer, and the pieces are sewn in a small studio in Lithuania. Made for women managing a skin condition, and for anyone who has simply had enough of adjusting."

The Founder

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They feel incredible on the skin

We have all been there: buying something online and having no idea how it will actually feel. So we spent months comparing fabrics, running real-wear trials and listening to the women who tested them, to make sure Cheeky Hug feels better in person than it looks on screen.

Feature Cheeky Hug Typical high-street underwear
Waist and leg edges Folded from the fabric and stitched flat Elasticated bands
Gusset Full width, breathable liner Often narrow
Fabric Viscose derived from bamboo Frequently synthetic blends
Labels Printed, nothing sewn in Sewn-in tags are common
Fit Cut to follow the body without compressing it Shaped for silhouette
Made Small runs in Lithuania Mass produced

How is it different?

  • No Elastic bands

    Elastic bands turned out to be the biggest barrier preventing women from wearing thongs or other minimal-coverage styles. Removing them allows the underwear to hug the body naturally, creating a barely-there, second-skin feel.

  • Extended Gusset

    The gusset is cut wider than standard, in the same absorbent fabric, for everyday comfort. That means fewer leaks, smoother coverage, and more ease throughout the day.

  • The Fabric

    After many iterations, we chose a viscose derived from bamboo. It is fine, smooth and absorbent, with a soft drape and enough give to move with the body, the qualities that let us build the underwear without elastic.

We publish what a pair costs to make. See the breakdown here.