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The world’s most comfortable knickers.

Stripe & Stare make the World’s most comfortable knickers, all sustainably sourced from trees. B Corp certified, female founded and led.

How did it all begin?

Katie (co-founder) couldn’t understand why there was no knicker perfect for everyday, so comfortable you could put it on, forget you are wearing it and leave you to focus on more important things. And specifically one created by women for women. Where were the options between ultra sexy Victoria’s Secret and ultra frumpy M&S? She set out on a 6 year quest to create the world’s most comfortable (and sustainable) knicker.

What sets your business apart?

Our knickers, loungewear and sleepwear are for the sustainable shopper who doesn’t want to compromise when it comes to style, sustainability and most of all comfort.

What is the concept behind your business or the problem you’re solving?

Only 3% of the underwear market is sustainably sourced. A shocking fact for something that we wear every day and can’t buy second hand. They’re designed for the modern woman, too fun for frumpy underpants and too busy to wear anything uncomfortable that won’t support her throughout the day.

Where to next/What is your brand vision?

Millions of women wearing our knickers every day.

Nicola Piercy

Founder of

Stripe & Stare

What do you feel passionate about/what drives you?

Leaving this world in a better shape than when we came into it.

Share an example of early life that has shaped you?

It was always drummed into me that I could be whatever I wanted to be and achieve anything I set my mind to.

Highlights of your business journey so far?

So many to choose from! Our collaborations with brands like LoveShackFancy, Fearne Cotton & The Happy Place. We’ve also been fortunate to have the most amazing press – our products have been featured in all the major magazines and newspapers around the world, as well as seeing them on wonderful women, the most recent of which was Oprah!!

Key lessons you have learned along the way?

Always work with people you like who get sh*t done!

Best piece of advice you have received?

Trust your instincts.

Advice to an aspiring entrepreneur or woman just starting her career?

Nobody knows what they’re doing when they start, just dive in, ask questions and ask for advice at every opportunity.

What funding route have you chosen for your business and why?

We have been funded by angels, customers (not through a crowdfund route) and a VC.

Some of the challenges you have faced and how you overcame them?

Too many to mention but fortunately none that have been insurmountable. As we always say it’s just a pair of knickers so nothing that can’t be overcome!

Why is it important to support women-led business?

If women participated in the economy identically to men, it would increase annual global GDP by an extra $28 trillion by 2025! There’s a great movement out there to support female founded businesses – from funding, awareness and support but there’s a lot more that can be done.




Nicola Piercy

My inspiration is...

our customers, whenever we’re having a bad day we just go through our reviews.

My greatest fear is...

cotton wool!!

The most courageous thing I’ve ever done is...

started a business, more than once!

Guilty pleasure?

none, you shouldn’t feel guilty about any pleasures.

Mantra you live by?

always look at the positive side.

Female role model?

Sheryl Sandberg.

Women-led brand you love?

the wonderful thing is that there are so many both big and small and Buy Women Built is doing a great job of showcasing them.

Top productivity tool?

my phone!!

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