Step One is a leading direct-to-consumer 100% online retailer of men’s underwear. The company offers an exclusive range of high quality, organically grown and certified, and ethically manufactured underwear that suits a broad range of body types.

Step One was founded in 2017 when Founder and CEO, Greg Taylor, set out to create a pair of ethically focused underwear that solved the problem chafing and ‘ride-up’ caused by traditional underwear. With a product concept developed and ideas for creative product features in mind, Greg travelled to China in 2016 to meet with potential manufacturing partners and refine the product design. Greg worked with manufacturers to create an innovative product and after just 5 months in development the Company released its first product to market, with all 5,000 pairs selling out. Since its launch, Step One has created a loyal customer community and sense of belonging which has resulted in strong repeat purchase rates.

This high level of customer engagement is created through a combination of factors, including Step One’s in-house marketing content, distinctive style of ads and creative marketing initiatives including colour releases, special product offers and competitions.

Step One has released three core men’s underwear styles including Boxer Briefs, Trunks and a Boxer Brief with a Fly. These products have been developed to suit different customers:

• Boxer Brief: suited for customers with thicker legs, with an additional 3cm leg length
• Trunks: suited for customers with leaner legs and junior age category
• Boxer Brief + Fly: suited for customers with thicker legs, with an additional 3cm leg length and additional fly on the front

Step One underwear has an innovative combination of features including:

• Organically grown and certified bamboo: wicks away sweat and has excellent breathing qualities. Bamboo is naturally grown without the use of pesticides
• UltraGlydeTM panels: with a similar material to bike shorts or compression leggings, our UltraGlyde™ panels helps prevent chafing and underwear riding up
• Elastic 3D pouch: an elastic-lined pouch that reduces skin-to-leg contact and sweating, maximising freshness, support and comfort