Foundation Station: Underoutfit Opens Its First-Ever Store Right Here in Rittenhouse
The popular direct-to-consumer comfort bra and underwear brand has chosen 1611 Walnut Street for their very first brick-and-mortar location—proving that good support goes beyond just wireless bras.
In what we’re calling pretty excellent news for anyone who’s ever rage-quit an underwire bra, the direct-to-consumer comfort brand Underoutfit has opened their very first brick-and-mortar store right here at 1611 Walnut Street, formerly the home to ThirdLove – another women’s underwear shop that just departed this September for the ‘burbs (KoP to be exact).
This isn’t just another retail opening. Underoutfit built their entire following online with a “no-wire, no-padding, all-comfort” philosophy that’s apparently resonated with enough people to warrant features in US Magazine and The New York Times’ Wirecutter, among many others. Their whole thing? Creating undergarments that are super comfortable.
From Digital Native to Walnut Street Resident
The brand started with a simple frustration: finding bras that were comfortable without sacrificing support or looking like something your great-aunt would wear. Their wireless designs and focus on natural shapes earned them a devoted online following, and now that following can shop in person right here in our neighborhood.
The space itself channels minimalist gallery vibes more than traditional lingerie store—think clean lines, color-organized displays, and that signature sage green branding throughout. It’s the Marie Kondo of underwear shopping: everything sparks joy because everything actually fits.
The Holy Grail: Actually Trying Things On
Here’s what makes this particularly exciting: you can now try before you buy. If you’ve ever purchased underwear online (and then performed a complicated return dance when it didn’t fit), you understand why this matters. The store carries their full range of bras, underwear, and loungewear in an extensive size range, with helpful sizing information that doesn’t require a decoder ring.
The Details
The fact that a digitally-native brand chose Rittenhouse for their first physical location? In our opinion, it’s a validation of what we already knew: that DTC brands making the leap to brick-and-mortar can succeed in Rittenhouse. Underoutifit joining such Joybird, Framebridge, Saatva, Brooklinen, Vuori, and more —all who have chose Walnut Street as their testing ground —speaks to the neighborhood’s continued appeal as a retail destination.
In fact, it’s almost like Rittenhouse has the support infrastructure these brands are looking for.
