After decades spent shaping some of the country’s biggest brand campaigns, we decided to shift gears from building briefs for clients to building better briefs for people.
We’re Andrew Whittle and Lincoln Graham, former agency creatives who spent years working behind the scenes for brands like FOXTEL, eBay, NSW Transport, Unilever, and Samsung. And now, we’ve launched Being - Australia’s first gender-free, sensory-considerate underwear brand, created for real comfort, real bodies, and a more inclusive future.
So, why underwear?
Because it hasn’t changed in decades. Underwear is the most personal layer we wear every day and yet for many, it’s still uncomfortable, restrictive, gendered, or simply not made with them in mind.
We saw a category stuck in outdated thinking: pink or blue, men’s or women’s, tiny waistbands or oversized tags. Sizing systems that don’t reflect how people actually wear their underwear. Fabrics that irritate, seams that scratch, and marketing that excludes more people than it includes.
We knew we could do better. So we approached it like we would any creative brief: start with empathy.
The result? Being.
Being is underwear, redesigned from the ground up. Our launch collection is:
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Gender-free - so no one feels boxed into a label that doesn’t fit.
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Sensory-considerate - with soft modal fabric, flat seams, no itchy tags, and a smooth waistband that’s kind to sensitive skin.
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Sustainably made - using modal, a breathable and biodegradable fabric made from beech trees.
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Sized by fit, not gender - with a simplified, intuitive size system that focuses on comfort, not rigid categories.
We created Being for people who want to feel comfortable, seen, and represented — whether they’re neurodivergent, non-binary, trans, in between sizes, or just tired of underwear that doesn’t feel right.
The next generation is already asking for better
We’re not alone in thinking the industry needs to change. A recent global survey of more than 4,000 Gen Z students found that:
45% want brands to market gender-neutral clothing more explicitly
62% of all fashion consumers believe brands should offer more gender-free options¹
That’s not a trend. That’s a shift and Being is proud to be part of it.
A brand built with purpose, not just product
We didn’t launch Being to chase a niche. We launched it because we know what it feels like to be overlooked by products that were never designed with you in mind. We wanted to build something that felt like belonging, not just branding.
Whether you're shopping for yourself, your teen, or someone navigating identity and comfort in their own way, Being is for you.
Footnote:
¹ Unidays x Clearpay Gen Z & Fashion Report (2022)
