ABOUT US
Who Are we?
iteration is a community-driven brand discovering the next era of intimates.
We believe in co-creating with you, sharing ideas, and exploring possibilities. Together, we are making better products — the ones you actually want to wear. That’s why we’ve been collaborating with 1,200+ women for the last two years on the products of your dreams.
You’ve told us your major pain points and all those important details you’ve been searching for in your intimates. We’ve heard you and created with you — because you should have a say in what you put on your body… especially when it comes to your undergarments.
By collaborating with community, we’re trailblazing to co-create sustainably-made intimates that make you feel comfortable, supported, and free.
Why the name?
It·er·a·tion; noun
Definition: A procedure in which repetition of a sequence of operations yields results successively closer to a desired outcome.
- iteration is about continuously improving: we always endeavor to create better and better products, become more sustainable, and expand our social impact – because the work is never done.
- iteration is about striving to get closer to the desired result: the struggle is real, and that’s why we collaborate with you to find innovative solutions – because together our best is within reach.
- iteration is about repetitive feedback loops: we community-source product development ideas, gather feedback, collect prototype reviews, improve, and repeat – because nothing great happens on the first try (…except Sara Blakely's creation of Spanx).
While our products improve with iterations, we are also constantly becoming new iterations. Our bodies are continually changing and adapting to new life circumstances, from adolescence, to the teenage years, to adulthood, possibly motherhood and maturity. At the same time, our minds are discovering new pieces of who we are and who we may become. As we evolve into better iterations of ourselves, our undergarments need to keep up.
iteration era logo
