Everlane says it underwear has been in high demand:

The company had a wait list of 30,000 even before last week’s launch. (Courtesy of Everlane)“No frills. No bows. No bulls***,” says Everlane’s newest marketing campaign for its line of cotton panties, bras and women’s bodysuits. “Underwear should be made for you. But for decades, it’s been designed with someone else in mind.”

If Victoria Secret wants you to believe it makes lingerie for perfect angels fallen from heaven, then Everlane is hawking wares for the other 99 percent. The socially-minded company known for its basics, says it has a solution: Cotton underwear that’s designed to be comfortable. The items are promoted on its website with unaltered images of women of different shapes, sizes and colors — with full bellies and stretch marks and cellulite. It’s no secret, advertising professors say, that today’s customer wants more than airbrushed images. Brands like Dove and Nike have found mainstream success — and racked up millions of dollars in sales — with marketing campaigns that challenge traditional beauty ideals.