Being Wear Partners with Christine McGuinness to Launch in the UK

This National Underwear Day, 5 August 2026, Being Wear officially launches in the United Kingdom with neurodiversity advocate, presenter and author Christine McGuinness leading the campaign.

Founded in Australia in 2025, Being Wear creates sensory-friendly, sustainable and gender-free underwear designed to help every body feel comfortable, confident and completely themselves.

A partnership grounded in lived experience

Christine is autistic and a mum to three autistic children, giving her a deep understanding of how clothing can affect everyday life for people with sensory sensitivities.

“As someone who is autistic myself and a mum to three autistic children, I know how much comfort in clothing affects your everyday life,” Christine said.

“A seam, a tag, a waistband that sits wrong—these things matter more than people realise. Being Wear has built something that works for bodies and minds like ours. I’m proud to help bring it to the UK, where I know so many families have been waiting for exactly this.”

Christine’s lived experience and powerful neurodiversity advocacy make her an authentic voice for Being Wear and the people our products were created to support.

Underwear discomfort is more common than you might think

New research commissioned for our UK launch reveals just how widespread uncomfortable underwear is:

• 71% of British adults have experienced physical discomfort from seams, tags or waistbands.
• 61% admit to secretly adjusting their underwear in public.
• Almost one in four experience underwear discomfort at least once a week.
• Gen Z is more than twice as likely to experience daily discomfort as the national average.
• Two in three Brits are holding onto at least one pair of underwear that does not fit properly.

With an estimated 15% of the UK population—around 10 million people—being neurodivergent, there is a clear need for clothing designed with different sensory experiences in mind.

For many people, scratchy labels, harsh seams and restrictive waistbands are more than minor irritations. They can affect concentration, confidence and the ability to feel comfortable throughout the day.

Inspired by one family’s experience

Being Wear began with founder Andrew Whittle’s daughter, Mads, who is autistic and has ADHD.

Her sensory sensitivities made conventional underwear uncomfortable, while the traditional men’s and women’s categories failed to reflect her body, preferences and developing identity.

When Mads wanted to wear boxers, Andrew found there was almost nothing designed with her comfort, body or sensory needs in mind. That gap inspired him to create a better option.

“I saw firsthand how difficult it was for my daughter to find underwear that felt right for her,” Andrew said.

“That’s why Being Wear exists—with all human beings in mind. We’re not here to define people or tell them who they should be. We’re here to make underwear that fits properly, feels good and gives everyone the freedom to feel like themselves.”

Designed around bodies, not gender

Being Wear has no men’s or women’s sections. Instead, customers can choose tops or bottoms based on their body, preferred fit and individual needs, including styles with and without a pouch.

Our UK collection includes briefs, boxers, G-strings, bralettes and chest binders, with selected products available in sizes from 5XS to 5XL.

Each piece is made using super-soft, breathable modal derived from the pulp of sustainably grown beech trees. Modal uses around 10 times less water to produce than cotton, while its moisture-wicking qualities help keep the wearer comfortable.

Sensory-considerate details include:

• No irritating tags
• Flatlock seams
• Smooth, no-dig waistbands
• Soft and breathable modal fabric
• Flexible styles for different bodies and preferences

The result is underwear designed for a barely-there feel—because the best underwear is the kind you do not have to think about.

A new chapter for Being Wear

After launching in Australia and expanding into New Zealand, bringing Being Wear to the UK marks an exciting new chapter for our growing community.

Launching alongside Christine on National Underwear Day gives us the opportunity to start an important conversation about comfort, sensory needs and why underwear should work for the person wearing it—not the category someone else puts them in.

Being Wear has arrived in the UK. It’s underwear made for all human beings.

Being Wear in the media

Christine McGuinness’s partnership with Being Wear has been covered across major UK outlets. Read the full coverage:

• Christine McGuinness wears Being Wear in the Daily Mail
• Christine McGuinness and Being Wear featured in New magazine
• Christine McGuinness and Being Wear featured in OK! magazine
• Christine McGuinness and Being Wear featured across The Sun
• Being Wear founder Andrew Whittle talks to Underlines magazine

Ready to experience sensory-friendly comfort for yourself? Explore Being Wear’s gender-free underwear, or use our fit guide to find your perfect fit.

Discover Being Wear in the UK.

Research conducted by OnePoll among 2,000 UK adults from 30 July to 3 August 2026.