Canadian undergarment retailer Understance recently opened its first store in downtown Vancouver. The company is all-female led and is headquartered in the city. The flagship is located at 1024 Robson Street which forms part of the Robson Street Business Association.
The local retailer’s LinkedIn page mentions “We make comfortable, flattering, chic bras that feel as amazing as they look” and the retailer is developing a technical product for women rather than something exclusively regarded as a fashion piece.
The brand focuses on both being ethically and sustainably manufactured. Its factories are an Internationally Certified Ethical Employer where the people making their garments are treated fairly, paid on time, and enjoy great working conditions. It has also been able to produce 50% less wastewater at its factories than other manufacturers and use 100% recycled materials in its tags.
The Understance website includes categories for both underwear and bras. Underwear products were noted as being further broken down by Seamless/Free Cut, Natural Fibers and Lace categories. The bra selection was grouped by bra size.
The company also supports the ‘Downtown Eastside Women’s Center’ and the ‘Lu’ma Native Housing Society’ charities focusing on providing shelter and warm meals to the homeless.
The Robson Street in downtown Vancouver was profiled by Retail Insider in the summer of 2021. At the time, the location was a previous David’s Tea location which was shuttered as part of the retailer’s difficult decision to close a total of 166 retail locations in Canada.
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