welcome to
KindaWear
We're rethinking the sports underwear you wear during exercise.
KIND TO SKIN. MADE FOR MOVEMENT.
A little about us ↓
01. Why KindaWear
Your activewear is built for performance. Your skin might be paying for it.
Synthetic fabric now makes up 69% of the world's textile production. Independent testing has found toxic PFAS, so-called "forever chemicals", in a quarter of activewear sampled, and BPA levels up to 40 times the safe legal limit in polyester-spandex leggings.
During exercise, body heat and sweat act like a solvent, drawing these additives out of synthetic fibres, with up to 8% of that chemical dose able to be absorbed straight into skin. That matters most at the pelvic floor: clinical studies show vulvar skin is 7 to 10 times more permeable than skin on your forearm, exactly where tight, compressive synthetics press hardest.
Tap a card to see exactly what it does and doesn’t show.
Each piece here is individually documented: the textiles, the chemicals found in them, how permeable different skin is. What hasn't been studied yet is exactly how they combine during exercise. That's a real gap, and it's one we want to help close, not paper over. As KindaWear grows, we're committed to funding and publishing real research into microplastics, exercise and women's health, the research that doesn't exist yet.
Help us build the evidence: join the waitlist
Our solution: take a closer look
Microplastic free underwear so you can sweat safely
01 / 06
Merino wool
In developmentKey composition, free from microplastics, and naturally odour-free.
Merino wool
In development
The Kinda Thong
In development
The Kinda Cheekster
In development
Smooth finish
Design intent
Wide comfort gusset
Design intent
Kind to your health
The goal
Swipe the screen or use the arrows
Your skin's first line of defence
Outer layer
Your synthetic leggings or sportswear. Keep them.
KindaWear
Merino sports underwear
Designed as an added protective layer.
Your skin
The layer we're designing to protect.
Illustration of where KindaWear sits. Not to scale.
- You don't need to throw away your existing workout kit.
- KindaWear is developing ultra-fine merino sports underwear: a seamless, non-toxic barrier to wear underneath the gear you already own.
- Merino fibres naturally absorb up to 30% of their own weight in moisture vapour and rapidly wick sweat away from skin, the exact mechanism that drives chemical exposure in synthetic fabric.
- It also supports your body's natural skin microbiome. Keep the wardrobe you love, and start with the layer closest to your skin.
Hi, I'm Jodie, founder of KindaWear.
Meet the founder
In her words
I'm building this business to address a women's health concern through the underwear we exercise in. I want women to have better choices without being asked to buy more or throw away the sportswear they already own.
I hold a BSc in Geography and Sport Science and an MSc in Sustainability, both from Loughborough University. These disciplines are the foundation of KindaWear, connecting an understanding of our bodies and movement with the materials we wear and their environmental impact.
KindaWear brings that knowledge into a practical product. I'm developing considered sports underwear that starts with the layer closest to your skin and works with the kit you already love.
As a young entrepreneur, committing my time and resources to this business has meant taking a risk. I've chosen to take it. I believe in the product I'm developing and its potential to make a meaningful difference for women.
I haven't built KindaWear alone. I'm grateful to the network around me whose knowledge, honest advice and encouragement have helped me turn an idea into a business.
That support strengthens my commitment to thoughtful product development, transparent material choices and an approach that challenges unnecessary consumption. As KindaWear grows, I intend to invest in research into women's health and inspire more girls to turn their knowledge and ideas into businesses that create positive change.
We're at the beginning, and I'd love you to be part of what comes next.
Follow our journey and join the KindaWear waitlist.
03. What we're building
In development, not yet finalAI-generated concept renders, not final product
The Kinda Thong
Price to be confirmed
A low-profile fit with a wide, double-layer comfort gusset, designed to sit seamlessly under activewear.
The Kinda Cheekster
Price to be confirmed
The same low-profile design intent, with fuller rear coverage for a different kind of comfort.
We're currently testing merino wool for both styles. Nothing here (the fabric, the fit, the finish) is final yet. We'll share real updates as decisions are confirmed, not before.
Be first to try these: join the waitlist ↗Be part of something kind.
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