Stripe & Stare turned 'world's most comfortable knickers' from a TikTok claim into a DTC subscription business, backed by sustainable modal from Austria.
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See all ads on AdLibrary →Stripe & Stare was founded in 2017 in Devon by Katie Lopes and Nicola Piercy. The brand makes ultra-soft modal underwear from sustainably produced Austrian beechwood, with products that are 95% biodegradable. A 2022 TikTok viral moment catapulted growth and the brand raised a £2.5m BGF investment round the same year. Also searched as Stripe.
Stripe & Stare's advertising is anchored in sensory-led messaging: the feel of the fabric is the hero, not the aesthetic. TikTok-native content showing the ultra-soft texture sparked organic virality that was then amplified through paid Meta campaigns. The sustainability story (95% biodegradable, Austrian beechwood modal) adds a values layer that supports premium pricing. See creatives in the Stripe & Stare ad library.
On Instagram, Stripe & Stare blends product flatlays with lifestyle imagery and user-generated content reposts. Facebook campaigns focus on conversion with fabric-feel callouts and biodegradable credentials. The brand's viral TikTok moments are repurposed as paid ad creative, maximising social proof from organic content.
Core themes: softness ('like wearing nothing'), sustainability (modal, biodegradable, Austrian beechwood), comfort as luxury, and subscription value. Copy is warm and direct, avoiding the clinical tone of many sustainable brands. Customer testimonials about the feel feature prominently.
Stripe & Stare demonstrates the power of a single, highly specific product claim: 'world's most comfortable knickers' is ownable, repeatable, and testable in a way that 'premium underwear' is not. The brand's ability to translate fabric feel into video content shows that tactile products can build strong digital audiences when the creative focuses on the sensory experience.
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