Italian merino, made in London. Join the waitlist for early access. Kind to skin & engineered for movement. Keep your wardrobe. Rethink the layer closest to your skin.
KindaWear
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Italian merino · Made in London

Sports underwear that keeps microplastics off your skin

You don’t need a new sports wardrobe. You need ‘kinda’ underwear that’s made from natural merino, not PFAS, BPA and harmful microplastics.

Join the waitlist ↗Read the science

01. The problem

Do you really know what your body is training against?

Sports underwear made from natural wool. Not plastic.

Most of what we train in is made from plastic.
Much of the sportswear we train in is made from plastic-based fibres such as polyester, nylon and elastane. Alongside questions about microplastic shedding, investigations have raised concerns about chemical treatments in some garments.
Where this fabric touches the body matters, too.
Research has found that vulval skin can absorb some substances more readily than skin on the forearm1, making intimate textile contact an important area for further investigation.
Sweat can change how chemicals move from materials to skin.
A 2025 study used a model to estimate how much PFAS could be absorbed from household textiles and children’s clothing. In the model, estimated absorption was up to 3,252 times higher in sweaty conditions than with dry contact.2
Sources
  1. Oriba, Bucks & Maibach (1996). Percutaneous absorption of hydrocortisone and testosterone on the vulva and forearm. British Journal of Dermatology.
  2. Li et al. (2025). Sweat-amplified dermal transfer and combined toxicity of PFAS and organophosphate ester mixtures in children's textiles. Science of the Total Environment.

02. The solution

Meet KindaWear

We’ve got the answer: We’re developing merino wool sports underwear, a ‘Kinda’ layer between your skin and the synthetics you may love.

Merino sports underwear in development, designed for:

  1. 01Natural-fibre skin contact using fine merino wool.
  2. 02Moisture-vapour management and breathability during exercise.
  3. 03Natural odour resistance from the wool fibres.
  4. 04A wider, double-layer gusset for more considered coverage.
  5. 05Low-profile construction and carefully placed seams to minimise bulk and potential rubbing.
  6. 06A secure, movement-focused fit under the activewear you already own.
  7. 07Next-to-skin softness, with fabric and fit refined through prototype testing and wearer feedback.

03. The science behind it

Why it matters

Lifestyle reference image, placeholder — replace with a KindaWear shoot
Lifestyle reference image, placeholder — replace with a KindaWear shoot
Lifestyle reference image, placeholder — replace with a KindaWear shoot
Lifestyle reference image, placeholder — replace with a KindaWear shoot

The wider health concerns are serious.Studies have explored associations between particular PFAS and previous reproductive-cancer diagnoses. PFAS and other plastic additives (BPA, phthalates) are known endocrine-disrupting chemicals (EDCs) that mimic oestrogen and interfere with hormonal signalling. These chemicals have a documented affinity for female reproductive tissues.

  • Disease links: A 2023 US study found higher levels of certain PFAS and phenols, including BPA, were linked to previous diagnoses of melanoma, ovarian and uterine cancer in women. It shows a link, not a cause.3
  • Found in the body: Research using infrared spectroscopy has detected microplastics, including polyethylene, in samples of the uterine lining (endometrium).4
  • Transgenerational risk: PFAS can cross biological barriers, appearing in placental tissue, umbilical cord blood, and breast milk, potentially impacting fetal development.
  • Reproductive disorders: Low-level exposure to EDCs is linked to fertility issues (anovulation, reduced implantation success), PCOS, and endometriosis.

Those questions provide the formula for KindaWear’s why.

Keep your wardrobe. Rethink what’s closest.

Sources
  1. Cathey et al. (2023). Exploratory profiles of phenols, parabens, and PFAS among NHANES study participants in association with previous cancer diagnoses. Journal of Exposure Science & Environmental Epidemiology.
  2. Sun et al. (2024). Detection and quantification of various microplastics in human endometrium based on laser direct infrared spectroscopy. Science of the Total Environment.

04. In development

What we’re building

In development, not yet final

Let’s take a closer look

Merino underwear, designed with microplastic exposure in mind

9:41
Kind to skin & engineered for movement
KindaWear
Join the waitlist ↗
Italian merino

01 / 08

Merino wool

Extra-fine Italian merino that breathes, moves sweat away as vapour and resists odour naturally, so you stay fresh from warm-up to cool-down.

Join the waitlist ↗

AI-generated concept renders, not final product

The Kinda Thong concept renderIn development

The Kinda Thong

Price to be confirmed

A low-profile fit with a wide, double-layer comfort gusset, designed to sit seamlessly under activewear.

Italian merino · Made in London

The Kinda Cheekster concept renderIn development

The Kinda Cheekster

Price to be confirmed

The same low-profile design intent, with fuller rear coverage for a different kind of comfort.

Italian merino · Made in London

Be first to try these: join the waitlist ↗

05. What are they saying?

Listen to the rumours

“KindaWear will be the first natural merino sports underwear engineered so women can exercise safely”

Jodie Banner, Founder

“No chafing, just chasing, made for the ride and designed with comfort”

Evie Puddy, International event rider

“Sports underwear designed for functionality”

Dr Katie Stocker

Swipe or use the arrows

06. Join the waitlist

Be part of something kind.

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