Born From a Search for Real Comfort
PureComfort Apparel was founded in 2018 in Manchester by sisters Claire and Sophie Hartley, who were tired of underwear that promised comfort but delivered discomfort. After years of disappointing experiences with mainstream brands ā scratchy lace, tight waistbands, poorly fitting bras ā they decided to build something better.
They spent 18 months researching fabrics, working with ethical manufacturers in Portugal, and fitting hundreds of real women across different body types. The result was a first collection of just 6 styles that sold out in 48 hours.
Today, PureComfort offers over 30 styles across briefs, bras, bralettes, and sets ā all made from GOTS-certified organic cotton or seamless microfibre. We've helped over 150,000 women find their perfect everyday underwear, and we're just getting started.